Analytics for Customer Engagement

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

doi:10.1177/1094670510375603

Analytics for Customer Engagement

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

^*Corresponding author voor dit werk

Marketing

Onderzoeksoutput › Academic › peer review

325 Citaten (Scopus)

Samenvatting

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.

Originele taal-2	English
Pagina's (van-tot)	341-356
Aantal pagina's	16
Tijdschrift	Journal of Service Research
Volume	13
Nummer van het tijdschrift	3
DOI's	https://doi.org/10.1177/1094670510375603
Status	Published - aug.-2010

Toegang tot document

10.1177/1094670510375603

Handle.net

Permanente koppeling

Document onder embargo

Analytics for Customer Engagement
Final publisher's version, 198 KB
Kopie aanvragen

Citeer dit

@article{3f7116dfb4ce48c7830a0600b9f9126f,

title = "Analytics for Customer Engagement",

abstract = "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.",

keywords = "analytic models, customer equity, customer management, data mining, decision trees, probability models, word of mouth, WORD-OF-MOUTH, RELATIONSHIP MANAGEMENT, LIFETIME VALUE, BASE ANALYSIS, PARETO/NBD MODEL, CLICKSTREAM DATA, AGGREGATED DATA, CONSUMER, BEHAVIOR, RETENTION",

author = "Bijmolt, {Tammo H. A.} and Leeflang, {Peter S. H.} and Frank Block and Maik Eisenbeiss and Hardie, {Bruce G. S.} and Aurelie Lemmens and Peter Saffert",

year = "2010",

month = aug,

doi = "10.1177/1094670510375603",

language = "English",

volume = "13",

pages = "341--356",

journal = "Journal of Service Research",

publisher = "SAGE Publications Inc.",

number = "3",

}

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, Aurelie

AU - Saffert, Peter

PY - 2010/8

Y1 - 2010/8

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

KW - WORD-OF-MOUTH

KW - RELATIONSHIP MANAGEMENT

KW - LIFETIME VALUE

KW - BASE ANALYSIS

KW - PARETO/NBD MODEL

KW - CLICKSTREAM DATA

KW - AGGREGATED DATA

KW - CONSUMER

KW - BEHAVIOR

KW - RETENTION

U2 - 10.1177/1094670510375603

DO - 10.1177/1094670510375603

M3 - Article

VL - 13

SP - 341

EP - 356

JO - Journal of Service Research

JF - Journal of Service Research

IS - 3

ER -

Analytics for Customer Engagement

Samenvatting

Toegang tot document

Handle.net

Document onder embargo

Vingerafdruk

Citeer dit