CRM in A Segmented Ebanking/Ecommerce Marketplace – New Approaches to Data Analysis

Jonathan Cottrell ()
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Jonathan Cottrell: University of Cambridge

Journal of Internet Banking and Commerce, 2011, vol. 16, issue 2, 01-19

Abstract: We explore the development of a probabilistic model of segmented markets, and go on to show how such a model adds value in various common e-banking and e-commerce scenarios. We compare this modern treatment with classical approaches, and demonstrate how such a probabilistic model reduces the cost of acquiring new customers, improves ROI on marketing campaigns, and helps identify the correct point to intervene in the customer lifecycle to retain previously loyal customers.

Keywords: E-banking; E-commerce; Data analysis; Business informatics; Market segmentation; Customer relationship management; Data mining (search for similar items in EconPapers)
JEL-codes: G24 (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ris:joibac:0403

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