Contents

Cover

Title Page

Copyright

Dedication

Preface

1 Need for this Book

2 Supplements to the Book

3 Organization of the Book

Acknowledgments

Chapter 1: Customer Relationship Management

1.1 Introduction

1.2 What is CRM?

1.3 What is Needed to Implement CRM Strategies?

1.4 Analytical Methods

1.5 Conclusion

References

Chapter 2: CRM in Action

2.1 Introduction

2.2 The Importance of Customer Acquisition

2.3 The Significance of Customer Retention

2.4 The Impact of Customer Churn

2.5 The Benefits of Customer Win-back

2.6 Conclusion

References

Chapter 3: Customer Acquisition

3.1 Introduction

3.2 Response Probability

3.3 Number of Newly Acquired Customers and Initial Order Quantity

3.4 Duration/Time

3.5 Firm's Performance (LTV, CLV, and CE)

3.6 Chapter Summary

Customer acquisition – SAS code

Customer acquisition – SAS output

References

Chapter 4: Customer Retention

4.1 Introduction

4.2 Repurchase or Not (Stay or Leave)

4.3 Lifetime Duration

4.4 Order Quantity and Order Size

4.5 Cross-buying

4.6 SOW

4.7 Profitability (CLV)

4.8 Chapter Summary

Customer retention – SAS code

Customer retention – SAS output

References

Chapter 5: Balancing Acquisition and Retention

5.1 Introduction

5.2 Acquisition and Retention

5.3 Optimal Resource Allocation

5.4 Chapter Summary

5.5 Balancing acquisition and retention – SAS code

5.6 Balancing acquisition and retention – SAS output

References

Chapter 6: Customer Churn

6.1 Introduction

6.2 Customer Churn

6.3 Chapter Summary

Customer churn – SAS Code

Customer churn – SAS Output

References

Chapter 7: Customer Win-back

7.1 Introduction

7.2 Customer win-back

7.3 Chapter Summary

Customer win-back – SAS code

Customer win-back – SAS output

References

Chapter 8: Implementing CRM Models

8.1 Introduction

8.2 CLV Measurement Approach

8.3 CRM Implementation at IBM

8.4 CRM Implementation at a B2C Firm

8.5 Challenges in Implementing the CLV Management Framework

References

Chapter 9: The Future of CRM

9.1 Introduction

9.2 Social Media

9.3 Mobile Marketing

9.4 Customized Marketing Campaigns

9.5 Conclusion

References

Appendix A: Maximum Likelihood Estimation

References

Appendix B: Log-linear Model—An Introduction

References

Appendix C: Vector Autoregression Modeling

C.1 Unit-Root Testing: Are Performance and Marketing Variables Stable or Evolving?

C.2 Cointegration Tests: Does a Long-Run Equilibrium Exist between Evolving Series?

C.3 VAR Models: How to Capture the Dynamics in a System of Variables?

C.4 Impulse-Response Function Derivation

C.5 Impulse-Response Functions: Mathematical Derivations

References

Appendix D: Accelerated Lifetime Model

References

Appendix E: Type-1 Tobit Model

References

Appendix F: Multinomial Logit Model

References

Appendix G: Survival Analysis – An Introduction

References

Appendix H: Discrete-Time Hazard

References

Appendix I: Proportional Hazards Model

References

Appendix J: Random Intercept Model

References

Appendix K: Poisson Regression Model

References

Appendix L: Negative Binomial Regression

References

Appendix M: Estimation of Tobit Model with Selection

References

Index