Analytics for customer engagement

Tammo H.A. Bijmolt, Peter S.H. Leeflang, Frank Block, Maik Eisenbeiss, Bruce G.S. Hardie, Aurélie Lemmens Lemmens, Peter Saffert

Research output: Contribution to journalArticlepeer-review


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.
Original languageEnglish
Pages (from-to)341-356
Number of pages16
JournalJournal of Service Research
Issue number3
Publication statusPublished - Mar 2010


  • analytic models
  • customer equity
  • customer management
  • data mining
  • decision trees
  • probability models
  • word of mouth


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