Survival of the fittest
Article Abstract:
Survival analysis can help focus the database marketing research of current subscription customers. Whereas a lifetime value study focuses on factors such as how long customers remain and how many products or services they order, survival analysis focuses only on customer longevity. The advantage of survival analysis over a lifetime value study is that it can use incomplete information to develop information about customer behavior.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1997
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Ergonomic information: data warehousing is only part of the answer to the question
Article Abstract:
A variety of companies are realizing that their data is valuable as a source to gain insight into their customers' minds and to make decisions based on this information. Data warehousing has become more important for this reason. Warehousing data is a challenging activity and can be more meaningful if it is based on decision architecture, which merges the tools used with the way people make decisions.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1997
User Contributions:
Comment about this article or add new information about this topic:
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