Database Marketing Analyzing and Managing Customers

Database Marketing Analyzing and Managing Customers / by Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin.

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...

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Bibliographic Details
Main Authors: Blattberg, Robert C. (Author), Kim, Byung-Do (Author), Neslin, Scott A. (Author)
Corporate Author: SpringerLink (Online service)
Format: eBook
Language:English
Published: New York, NY : Springer New York : Imprint: Springer, 2008.
Edition:1st ed. 2008.
Series:International Series in Quantitative Marketing, 18
Springer eBook Collection.
Subjects:
Market research.
Marketing.
Management.
Industrial management.
Electronic resources (E-books)
Online Access:Click to view e-book
Holy Cross Note:Loaded electronically.
Electronic access restricted to members of the Holy Cross Community.
Table of Contents:
  • 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.

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