Analytics for Customer Engagement
Analytics for Customer Engagement
复制标题
DOI：
10.1177/1094670510375603
复制
发表时间：
2010-08-01
影响因子：
12.4
通讯作者：
Saffert, Peter
中科院分区：
文献类型：
--
作者：
Bijmolt, Tammo H. A.;Leeflang, Peter S. H.;Saffert, Peter
在本文中，我们讨论了客户参与模型的最新发展，以及校准和实施这些模型所固有的问题。作者首先概述了可用于客户分析的数据，并讨论了最近的发展。接下来，作者讨论了用于研究客户参与的模型，其中他们区分了以下阶段：客户获取，客户开发和客户保留。最后，他们讨论了客户参与分析的几个组织问题，这些问题构成了引入客户参与分析的障碍。
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.