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2018 | OriginalPaper | Chapter

5. Customer Analytics Part I

Authors : V. Kumar, Werner Reinartz

Published in: Customer Relationship Management

Publisher: Springer Berlin Heidelberg

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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.

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Appendix
Available only for authorised users
Footnotes
1
The terms lifetime duration, customer lifetime, and customer tenure are often used interchangeably.
 
Literature
go back to reference Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer equity: Building and managing relationships as valuable assets. Cambridge, MA: Harvard Business School Press. Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer equity: Building and managing relationships as valuable assets. Cambridge, MA: Harvard Business School Press.
go back to reference Reinartz, W., & Kumar, V. (2000). On the profitability of long-life customers in a noncontractual setting: An empirical investigation and implications for marketing. Journal of Marketing, 64(4), 17–35.CrossRef Reinartz, W., & Kumar, V. (2000). On the profitability of long-life customers in a noncontractual setting: An empirical investigation and implications for marketing. Journal of Marketing, 64(4), 17–35.CrossRef
go back to reference Reinartz, W., & Kumar, V. (2002). The mismanagement of customer loyalty. Harvard Business Review, 80(7), 4–12. Reinartz, W., & Kumar, V. (2002). The mismanagement of customer loyalty. Harvard Business Review, 80(7), 4–12.
go back to reference Rust, R. T., Zeithaml, V. A., & Lemon, K. N. (2000). Driving customer equity. New York: The Free Press. Rust, R. T., Zeithaml, V. A., & Lemon, K. N. (2000). Driving customer equity. New York: The Free Press.
go back to reference Schmittlein, D. C., & Morrison, D. G. (1985). Is the customer still active? The American Statistician, 39(4), 291–295. Schmittlein, D. C., & Morrison, D. G. (1985). Is the customer still active? The American Statistician, 39(4), 291–295.
Metadata
Title
Customer Analytics Part I
Authors
V. Kumar
Werner Reinartz
Copyright Year
2018
Publisher
Springer Berlin Heidelberg
DOI
https://doi.org/10.1007/978-3-662-55381-7_5