Customer relationships- Manage, measure or just understand?

Date of publication: January 26, 2003


Author: Jon Pinnell


This paper provides an introduction to advanced analytical techniques that provide a deeper understanding of customers and customer relationships. The approaches presented provide insight into differences between individual customers, or segments of customers, and how an understanding of those differences presents marketing opportunities. The goal is to help Marketing Research Departments integrate Analytical CRM as well as to better understand some of the limitations of commonly used analytical tools.

Jon Pinnell


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