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Analytics for customer engagement

Journal

Journal of Service Research

Subject

Marketing

Publishing details

Journal of Service Research 2010 August Vol 13:3 p 341-356

Authors / Editors

Bijmolt T H A;Leeflang P S H;Block F;Eisenbeiss M;Hardie B G S;Lemmens A;Saffert P

Biographies

Bruce Hardie

Publication Year

2010

Abstract

In this article, we discuss the state of the art of models for customer engagement and the problems that are inherent to calibrating and implementing these models. The authors first provide an overview of the data available for customer analytics and discuss recent developments. Next, the authors discuss the models used for studying customer engagement, where they distinguish the following stages: customer acquisition, customer development, and customer retention. Finally, they discuss several organizational issues of analytics for customer engagement, which constitute barriers for introducing analytics for customer engagement.

Keywords

analytic modelscustomer equitycustomer management data mining decision trees probability models word of mouth

Available on ECCH

No


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