TY - JOUR
T1 - Analytics for customer engagement
AU - Bijmolt, Tammo H.A.
AU - Leeflang, Peter S.H.
AU - Block, Frank
AU - Eisenbeiss, Maik
AU - Hardie, Bruce G.S.
AU - Lemmens, Aurélie Lemmens
AU - Saffert, Peter
PY - 2010/3
Y1 - 2010/3
N2 - 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.
AB - 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.
KW - analytic models
KW - customer equity
KW - customer management
KW - data mining
KW - decision trees
KW - probability models
KW - word of mouth
UR - http://www.scopus.com/inward/record.url?scp=77955618016&partnerID=8YFLogxK
UR - http://jsr.sagepub.com/content/13/3/341.abstract
U2 - 10.1177/1094670510375603
DO - 10.1177/1094670510375603
M3 - Article
SN - 1094-6705
VL - 13
SP - 341
EP - 356
JO - Journal of Service Research
JF - Journal of Service Research
IS - 3
ER -