Database Marketing: Analyzing and Managing Customers

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

Database Marketing: Analyzing and Managing Customers
  • 出版商: Springer
  • 出版日期: 2008-01-23
  • 售價: $7,830
  • 貴賓價: 9.5 折 $7,439
  • 語言: 英文
  • 頁數: 872
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 0387725784
  • ISBN-13: 9780387725789
  • 相關分類: 行銷/網路行銷 Marketing、資料庫

    • 海外代購書籍(需單獨結帳)

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商品描述

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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