Understanding customer behavior is key to creating marketing campaigns that generate high response and revenue. One of the best ways to understand customer behavior is to study migration patterns to learn when and why customers end up in different segments than where they were a while ago. The starting point for these studies is your customer segmentation model. After you decide on which approach to use to measure migration, the process is a virtuous circle of analyze-segment-campaign-analyze again. The next task, requiring strong analysis skills, is to tie the observed migrations to company activities such as a marketing stream, and to customer purchase behavior. The final piece is to apply the results of this analysis to your marketing campaigns to grow revenue and boost customer retention.