Download Analytical CRM by Markus Wübben PDF

By Markus Wübben

The ever-increasing quantity of individual-level client facts generated by means of loyalty courses opens new views for client courting management(CRM). but, fresh research have proven that a large fraction of CRM tasks fail to convey the nice on the final analysis. one of many major purposes for this trouble is that those information require complex analytical processing to totally leverage their capability ("analytical CRM"). examine and perform are nonetheless in its early levels with recognize to analytical CRM.

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2004), cancer diagnostics (Guyon et al. , gene classification (Furey et al. 2000) and character recognition (Joachims 2002), they have not penetrated into leading marketing journals. The only exception is a conceptual presentation of support vector machines (Cui and Curry 2005). However, SVM can be used to predict future customer activity and purchase behavior. Yet, empirical analysis on (real) transaction data is completely missing. Additionally, managers demand performance metrics that show the financial impact of models not just mere statistical measures.

However, the link from marketing investments to shareholder value is yet to be shown. This is subject of the next section. 3 The Chain from Marketing Investments to Shareholder Value To justify marketing expenditures, managers must have a clear understanding of the impact of the investments on firm financial performance. Research on this issue has a long tradition. For example, many studies have shown a strong link between customer satisfaction and firm profitability. Using 200 of the Fortune 500 firms across 40 industries, Anderson et al.

1998; 1999). This raises the question on what the drivers of relationship breadth are. , settings where buyer-seller relationships are not governed by a contract that predetermines the value and very often the length of the relationship (for 4 5 6 The urgency is also reflected in the Marketing Science Institute 2006-2008 research priorities, albeit in the context of explaining loyalty. However, some researchers consider cross-buying behavior/intentions as part of the loyalty construct (for example, Evanschitzky and Wunderlich 2006; Zeithaml et al.

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