Customer relationships- Manage, measure or just understand?
Abstract:
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.
Research Papers
A framework for improved CRM analytics
Catalogue: ESOMAR Customer Relationship Management Conference 2002
Authors: David Harding, Edgar Ortiz
Company: McKinsey & Company
March 17, 2002
Research Papers
No successful CRM without MRC
Catalogue: ESOMAR Customer Relationship Management Conference 2002
Author: Thomas Liehr
Company: KANTAR TNS Malaysia
March 17, 2002
Research Papers
Database marketing research
Catalogue: ESOMAR Net Effects 5 2002
Author: Andrew Elder
February 3, 2002
