The marketing literature has long acknowledged the importance of a customer’s lifetime value in customer relationship management. More recently, researchers have turned their attention to the links between satisfaction and both customer acquisition and retention strategies. In this paper, we study how to best communicate with a database of customers, taking into account that customers are able ...

The marketing literature has long acknowledged the importance of a customer’s lifetime value in customer relationship management. More recently, researchers have turned their attention to the links between satisfaction and both customer acquisition and retention strategies. In this paper, we study how to best communicate with a database of customers, taking into account that customers are able ...

OBJECTIVE Development of a method using marketing research data to assess food purchase behavior and consequent nutrient availability for purposes of nutrition surveillance, evaluation of intervention effects, and epidemiologic studies of diet-health relationships. DESIGN Data collected on household food purchases accrued over a 13-week period were selected by using Universal Product Code num...

Marketers acquire information on customers from various sources, creating large databases. To use this information effectively, they need to estimate binary response models (e.g., Bult and Wansbeek 1995) in high-dimensions, i.e. in the presence of numerous exogenous variables. This task entails serious challenges of computation, identification, and statistical inference. Because of computationa...

Direct marketing is the use of the telephone and non-personal media to communicate product and organizational information to customers, who then can purchase products via mail, telephone, or the Internet. In contrast, catalog marketing is a type of marketing in which an organization provides a catalog from which customers make selections and place orders by mail or telephone. However, most cata...

From a Marketing perspective, the Customer Relationship Management (CRM) can be viewed as a process, known as Database Marketing (DBM), for establishing a profitable interaction with clients. Currently DBM is mainly approached by classical statistical inference, which may fail when complex, multi-dimensional, and incomplete data is available. An alternative is to use Knowledge Discovery from Da...

The European process for assessment of pharmaceutical products is complex and presents with diVerent levels. There is the European level with two major procedures resulting in decisions on approval after applications to market a pharmaceutical product in European countries. One is the centralised procedure organised by the European Medicines Evaluation Agency (EMEA). The other one is the mutual...

We introduce a support vector decision tree method for customer targeting in the framework of large databases (database marketing). The goal is to provide a tool to identify the best customers based on historical data. Then this tool is used to forecast the best potential customers among a pool of prospects. We begin by recursively constructing a decision tree. Each decision consists of a linea...

The role of database marketing (DBM) has become increasingly important for organisations that have large databases of information on customers with whom they deal directly. At the same time, DBM models used in practice have increased in sophistication. This paper examines a systemic view of DBM and the role of analytical techniques within DBM. It extends existing process models to develop a sys...

This paper discusses information quality issues concerning consumer data assimilated by telecommunication companies (telcos) in regional and global ventures. First, it describes various problematic and evolving environmental constraints that necessitate the adoption of new integration technologies. Then, it describes the consumer information characteristics and demonstrates that they require ha...