Analytics for Customer Engagement

被引：249
作者：
Bijmolt, Tammo H. A. [1 ]
Leeflang, Peter S. H.
Block, Frank [2 ]
Eisenbeiss, Maik [3 ]
Hardie, Bruce G. S. [4 ]
Lemmens, Aurelie [5 ]
Saffert, Peter [3 ]
机构：
[1] Univ Groningen, Dept Mkt, Fac Econ & Business, NL-9700 AV Groningen, Netherlands
[2] FinScore SA, Renens, Switzerland
[3] Univ Cologne, Dept Retailing & Customer Management, Cologne, Germany
[4] London Business Sch, London NW1 4SA, England
[5] Erasmus Univ, Rotterdam, Netherlands
来源：
JOURNAL OF SERVICE RESEARCH | 2010年 / 13卷 / 03期
关键词：
analytic models; customer equity; customer management; data mining; decision trees; probability models; word of mouth; WORD-OF-MOUTH; AGGREGATED DATA; MANAGEMENT; BEHAVIOR; MODELS; ACQUISITION; RETENTION; WEB; SELECTION; IMPACT;
D O I：
10.1177/1094670510375603
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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.
引用
收藏
页码：341 / 356
页数：16
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