Customer type or customer preference: A modeling approach to evaluate the value of customer information in a sales scenario

摘要

This work analyzes the relative values of two types of information-customer type and the customer's service preference, while assuming two types of customers: those that have already made a purchase decision and those that have not. After developing a relevant mathematical model, we found that if a retailer has a high brand value and a high-cost structure, correctly identifying the customer type will be more profitable than identifying their service preference. Additionally, between state-of-the-art information technology and simple industrial engineering tools, we determined the most suitable methodology for obtaining each type of information.