Titlebook: Database Marketing; Analyzing and Managi Robert C. Blattberg,Byung-Do Kim,Scott A. Neslin Textbook 2008 Springer-Verlag New York 2008 CEO.D

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0923-6716 dels, techniques and methodologies for analyzing customer da.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 dat

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V. Vijayaraghavan,J. Rian Leevinsonrganization is structured “around” the customer. We discuss key ingredients of a customer-centric organizational structure: customer management and knowledge management. We also discuss types of database marketing strategies that precede organizational structure, as well as employee compensation and incentive issues.

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https://doi.org/10.1007/978-3-319-99214-3ls.” We present a general approach to calculating LTV using these models, and illustrate with specific examples. We also discuss the particular case of calculating LTV when customer attrition is unobserved.

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Maria Cseh,Oliver S. Crocco,Chilanay Safarlivide them in half, run the program for one group and not the other, compare results. However, there are several issues in designing and analyzing database marketing tests; we discuss these in this chapter.

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Why Database Marketing?ctivity, creating and enhancing customer relationships, and creating sustainable competitive advantage. We review the theoretical and empirical evidence in support of each of these motivations. Marketing productivity has the best support; there is some evidence for both customer relationships and co

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