Help your organization determine the value of its customer
relationships with Segmentation and Lifetime Value Models Using
SAS. This book contains a wealth of information that will help you
perform analyses to identify your customers and make informed
marketing investments. It answers core questions on customer
relationship management (CRM) and provides an overall framework for
thinking about CRM and offering real-world examples across a
variety of industries. Edward C. Malthouse introduces you to a
number of useful models, ranging from simple to more complicated
examples, and discusses their applications. You'll learn about
segmentation models for identifying groups of customers and about
lifetime value models for estimating the future value of the
segments. You'll learn how to prepare data and estimate models
using Base SAS, SAS/STAT, SAS/IML, and SQL. Marketing analysts, CRM
analysts, database managers, and anyone looking to address the
challenges of allocating marketing resources to different customer
groups will benefit from the concepts and exercises in this book.
Analysts will learn how to approach unique business problems.
Managers will gain a sense of what's possible and what to ask of
their analytics departments.
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