Database Marketing Analyzing and Managing Customers /

• Κύριοι συγγραφείς: Blattberg, Robert C. (Συγγραφέας), Kim, Byung-Do (Συγγραφέας), Neslin, Scott A. (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: New York, NY : Springer New York : Imprint: Springer, 2008.
• Σειρά: International Series in Quantitative Marketing, 18
• Θέματα: Business.; Marketing.; Market research.; Management.; Industrial management.; Business and Management.; Market Research/Competitive Intelligence.; Innovation/Technology Management.

Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise—from br...

Πίνακας περιεχομένων:

• Introduction
• Why Database Marketing
• Organized for Database Marketing
• Customer Privacy in a CRM Environment
• LTV Fundamentals
• LTV Advanced Issues
• LTV Applications
• Sources of Data
• Test Design and Analysis
• The Predictive Modeling Process
• Foundations of Statistical Modeling
• RFM Analysis
• Market Basket Analysis
• Collaborative Filtering
• Discrete Dependent Variable and Duration Models
• Cluster Analysis
• Decision Trees
• Neural Networks
• Machine Learning
• Acquiring Customers
• Cross-Selling and Up-Selling
• Frequency Reward Programs
• Customer Tier Programs
• Churn Management
• Multi-Channel Customer Management
• Acquisition and Retention Management
• Communications Design
• Multi-Contact Customer Management
• Pricing
• Glossary of Database Marketing Terms
• Index.