The interactivity of the new electronic media requires that a database-driven segmentation approach to communication strategy be employed to take advantage of its uniqueness. To accomplish this, firms must develop ways of collecting information at the individual level by traditional and/or electronic means, and of using that data to create informationintensive customer communication strategies....

IBM ProbE (for probabilistic estimation) is an extensible, embeddable, and scalable modeling engine, particularly well-suited for implementing segmentation-based modeling techniques, wherein data records are partitioned into segments and separate predictive models are developed for each segment. We describe the ProbE framework and discuss two key business solutions that have been built using Pr...

Opportunities exist for publishers of opticaLbased information products In two arenas: (1) niche marketing of high-den&y information products in CDROM format, and (2) micro-marketing of tailored information products to a small number of customers. The rnkYcF market publishers will represent a larger industry than the nfche market publishers by 1993. Tomorrow’s products will be built on a techno...

In this paper we present a new method for probabilistic reasoning with true facts and uncertain rules within a deductive database. Besides a cautious approach to inferences on uncertain rules, we show a default approach for uncertainty reasoning including factual knowledge, based on the ideas of maximal context and detachment. Integrated into a database these approaches support many important a...

This paper examines how and why consumers develop, enter into, and maintain relationships in a sports marketing context. This paper presents a framework for understanding how and why consumers engage in relationship marketing. Based on Kelman's functional approach to attitude change, this framework presents three qualitatively different levels for understanding relationship formation and mainte...

A high quality customer database is a cornerstone of successful interactive marketing strategies and tactics. Based on the notion that customer data quality is not only a technical but also an organizational problem, this study develops and tests an organizational learning framework of the relationship between organizational processes, customer data quality and firm performance. The findings sh...

Since sport marketing is a commercial activity, precise customer and marketing segmentation must be investigated frequently and it would help to know the sport market after a specific customer profile, segmentation, or pattern come with marketing activities has found. Such knowledge would not only help sport firms, but would also contribute to the broader field of sport customer behavior and ma...