Accounting for the long-term effects of a marketing contact

Expert Systems with Applications

Volumn 37, Issue 7, 2010, Pages 4935-4940

  Malthouse, Edward C ^a  

^a NORTHWESTERN UNIVERSITY   (United States)

Author keywords

Customer lifetime value; Data mining; Direct marketing; Predictive scoring models

Indexed keywords

CUSTOMER LIFE TIME VALUE; DATA SETS; DIRECT MARKETING; EXPECTED REVENUE; HIGHLY-CORRELATED; INCREMENTAL CHANGES; LONG-TERM EFFECTS; RANK ORDERING; SCORING MODELS;

SALES; VALUE ENGINEERING;

CUSTOMER SATISFACTION;

EID: 77950188212     PISSN: 09574174     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.eswa.2009.12.021     Document Type: Article

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