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Database Marketing

Database Marketing

Byung-Do Kim / Robert C. Blattberg / Scott A. Neslin

240,35 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2008
Materia
Ventas y marketing
ISBN:
9780387725789
240,35 €
IVA incluido
Disponible

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Sobre IBD

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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