Creating profitable customers through the magic of data mining.

摘要

In the early days of relationship marketing, its proponents argued for customerretention on the grounds that this would increase the lifetime value of thecustomer and, by extension, that this would increase overall corporateprofitability. Research, however, has indicated that, for many organisations, ahigh proportion of customers are unprofitable. This raises a question about theretention proposition. Increasing the retention of unprofitable customers may bedamaging, not beneficial, to organisations. This paper discusses some commondata analysis techniques used to identify the most and least profitablecustomers so that marketing managers can develop effective, appropriatelytargeted customer management strategies.