Unibank and the Analysis of the Excursioncard Customer Database: A Practical Application of Statistical Techniques in Database Marketing

Journal of Interactive Marketing

Volumn 12, Issue 3, 1998, Pages 57-66

  Ainslie, Andrew ^a   Pitt, Leyland ^b  

^a Department of Obstetrics Gynecology   (United States)

^b CARDIFF UNIVERSITY   (United Kingdom)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0346992855     PISSN: 10949968     EISSN: None     Source Type: Journal    
DOI: 10.1002/(SICI)1520-6653(199822)12:3<57::AID-DIR6>3.0.CO;2-B     Document Type: Article

References (6)

1. Ainslie, A. S., and Pitt, L. F. (1992), Customer Retention Analysis: An Application of Descriptive and Inferential Statistics in Database Marketing. Journal of Direct Marketing, 6(3), 31-43.
2. Buchanan, B. S., and Morrison, D. G. (1988), Stochastic Modeling of List Falloffs with Implications for Repeat Mailings. Journal of Direct Marketing, 2(3), 7-14.
3. David Shepard Associates, Inc. (1995), The New Direct Marketing: How to Implement a Profit-Driven Marketing Strategy, 2nd ed. Homewood, IL: Irwin.
4. Drèze, Xavier, and Ainslie, Andrew (1996), Data Mining: Using Neural Networks as a Benchmark for Model Building. Decision Marketing, (January-April), 1996.
5. Jackson, Rob, and Wang, Paul (1996), Strategic Database Marketing, Lincolnwood, IL: NTC.
6. Rao, V. R., and Steckel, J. H. (1995), Selecting, Evaluating, and Updating Prospects in Direct Mail Marketing. Journal of Direct Marketing, 9(2), 20-31.