Customer-Centric Decision Support

Stefan Lessmann () and Stefan Voß ()
Additional contact information
Stefan Lessmann: http://iwi.econ.uni-hamburg.de

Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, 2010, vol. 2, issue 2, 79-93

Abstract: Classification analysis is an important tool to support decision making in customer-centric applications like, e.g., proactively identifying churners or selecting responsive customers for direct-marketing campaigns. Whereas the development of novel classification algorithms is a popular avenue for research, corresponding advancements are rarely adopted in corporate practice. This lack of diffusion may be explained by a high degree of uncertainty regarding the superiority of novel classifiers over well established counterparts in customer-centric settings. To overcome this obstacle, an empirical study is undertaken to assess the ability of several novel as well as traditional classifiers to form accurate predictions and effectively support decision making. The results provide strong evidence for the appropriateness of novel methods and indicate that they offer economic benefits under a variety of conditions. Therefore, an increase in use of respective procedures can be recommended. Copyright Gabler Verlag 2010

Keywords: Data mining; Customer relationship management; Decision support; Classification models (search for similar items in EconPapers)
Date: 2010
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1007/s12599-010-0094-8 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:binfse:v:2:y:2010:i:2:p:79-93

Ordering information: This journal article can be ordered from
http://www.springer.com/economics/journal/12599

DOI: 10.1007/s12599-010-0094-8

Access Statistics for this article

Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK is currently edited by Martin Bichler

More articles in Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK from Springer, Gesellschaft für Informatik e.V. (GI)
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().