Cross-selling through database marketing: a mixed data factor analyzer for data augmentation and prediction
نویسندگان
چکیده
منابع مشابه
Cross-selling through database marketing: a mixed data factor analyzer for data augmentation and prediction
An important aspect of the new orientation on customer relationship marketing is the use of customer transaction databases for the cross-selling of new services and products. In this study, we propose a mixed data factor analyzer that combines information from a survey with data from the customer database on service usage and transaction volume, to make probabilistic predictions of ownership of...
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ژورنال
عنوان ژورنال: International Journal of Research in Marketing
سال: 2003
ISSN: 0167-8116
DOI: 10.1016/s0167-8116(02)00121-0