Customer Analytics Part I

V. Kumar and Werner Reinartz
Additional contact information
V. Kumar: Georgia State University

Chapter 5 in Customer Relationship Management, 2018, pp 79-99 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.

Date: 2018
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
Chapter: Customer Analytics Part II (2018)
Chapter: Customer Analytics Part I (2012)
Chapter: Customer Analytics Part II (2012)
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:sptchp:978-3-662-55381-7_5

Ordering information: This item can be ordered from
http://www.springer.com/9783662553817

DOI: 10.1007/978-3-662-55381-7_5

Access Statistics for this chapter

More chapters in Springer Texts in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().