Customer Analytics Part I

V. Kumar () and Werner Reinartz
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V. Kumar: Georgia State University

Chapter 5 in Customer Relationship Management, 2012, pp 89-109 from Springer

Abstract: Abstract As a precursor to understanding and applying customer management concepts, it is necessary to define measures or metrics of marketing activities and their outcomes. This chapter reviews traditional marketing metrics and introduces various primary customer-based metrics for acquisition and customer activity measurement, before it explains some popular customer-based metrics. Some of the primary customer-based metrics introduced in this chapter form the inputs to derive customer value—the key metric that drives decision making in the age of data-based marketing.

Keywords: Retention Rate; Credit Card; Acquisition Rate; Customer Loyalty; Sales Growth (search for similar items in EconPapers)
Date: 2012
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Related works:
Chapter: Customer Analytics Part I (2018)
Chapter: Customer Analytics Part II (2018)
Chapter: Customer Analytics Part II (2012)
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DOI: 10.1007/978-3-642-20110-3_5

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