haku: @all futures / yhteensä: 1003
viite: 4 / 1003
| Tekijä: | Rust, R.T. Kumar, V. Venkatesan, R. |
| Otsikko: | Will the frog change into a prince? Predicting future customer profitability |
| Lehti: | International Journal of Research in Marketing
2011 : DEC, VOL. 28:4, p. 281-294 |
| Asiasana: | marketing models marketing profitability customers profitability future |
| Kieli: | eng |
| Tiivistelmä: | Customer profitability over time can be analyzed with the help of customer databases and thus an increasing amount of companies are building databases of their own. The companies seek to find their most profitable customers to focus their marketing resources on. This approach has its own problems though, as customers can evolve over time shifting some of the initially low-profit customers into high-profit customers, and vice versa. This article offers a model for predicting future profitability. The model is based on simulation of customer futures and it's shown that it improves on previous naive extrapolation models. |
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