Analytical Crm: Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings

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The ever-increasing amount of individual-level customer data generated by reward/l- alty programs opens new perspectives for customer relationship management (CRM). Without any question, the potential bene?ts of these data and analytical models for - plaining, extending, and predicting customer behavior is very high. However, recent analyses have shown that a high fraction of CRM projects result in negative return on investment. One of the main reasons for this dilemma is that these data require advanced analytical ...

Analytical Crm: Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings 2008, Gabler Verlag

ISBN-13: 9783834912787

2009 edition

Hardcover

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