search query: @indexterm DATA BASES / total: 279
reference: 16 / 279
| Author: | Kamakura, W. A. |
| Title: | Cross-selling through database marketing: a mixed data factor analyzer for data augmentation and prediction |
| Journal: | International Journal of Research in Marketing
2003 : MAR, VOL. 20:1, p. 45-66 |
| Index terms: | DATA BASES MARKETING SELLING CUSTOMER RELATIONS MANAGEMENT |
| Language: | eng |
| Abstract: | An important aspect of the new orientation on customer relationship marketing is the use of customer transaction databases for the cross-selling of new services and products. In this study, the authors propose a mixed data factor analyzer that combines information from a survey with data from the customer database on service usage and transaction volume, to make probabilistic predictions of ownership of services with the service provider and with competitors. This data-augmentation tool is more flexible in dealing with the type of data that are usually present in transaction databases. The authors test the proposed model using survey and transaction data from a large commercial bank. The authors assume four different types of distributions for the data. |
SCIMA