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Blattberg, Robert C., 1942-

Database marketing : analyzing and managing customers / [electronic resource] Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin - New York : Springer, 2008 - online resource (xxiv, 871 pages ) : illustrations - International series in quantitative marketing ; 18 . - International series in quantitative marketing ; .

Includes bibliographical references (p. 801-845) and index

Why database marketing -- Organized for database marketing -- Customer privacy in a CRM environment -- LTV fundamentals -- LTV advanced issues -- LTV applications -- Sources of data -- Test design and analysis -- The predictive modeling process -- Foundations of statistical modeling -- RFM analysis.- market basket analysis -- Collaborative filtering -- Discrete dependent variable and duration models -- Cluster analysis -- Decision trees -- Neural networks -- Machine learning -- Acquiring customers

ISBN: 9780387725796 (E-book)

Subjects--Topical Terms:
DATABASE MARKETING
CONSUMER PROFILING
DIREKTMARKETING
DATENBANK
DATABASE MARKETING

LC Class. No.: HF 5415.126 / B52D 2008