KIC000073 - --------------------------------------------...

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Unformatted text preview: -------------------------------------------- Chapter 19 Customer Relationship Management (CRM) • LO' REVIEW LEARNING OUTCOME Capturing Customer Data ColI""I.' c""lomm ,,,fo,m."Oll,IB'lIIg every ",'~ .... ctk;n inl~"Clio". ~~~. Describe the use of technology to store and integrate customer data ... W.b t . " Poinl cr ~~Ie ~·j(;o.k - -,. CJs:omoc ,,,,,,ice . ~. fl(;.ji~e'y, i"","I:,,tkm ~ P, "duel u"~.Cl''''L~''''\;'''' '.. SJrvey " '" PrWuol '~9.st·il1icn GI",.".. O""",,"''"'''""CO", ... , .... ,......... _ .......... LO' REVIEW LEARNING OUTCOME Store and Integrate Customer Data • ilf ~Jil(ilfqHHW]. ift. R~ponse list if! ;;:'. l1lil~1 'kwr •• , •• , •• ~.; D.iab.S.~ •••.• ~,.~., ••• ·'· •••• 0 •••• '-.'.' Describe how to identify the best customers ••• ' •• ' p·~~\~~~-~\~~~\~~~~~~~\~~~i~~~\~~i\~~~~\~~~·~~i~~~~\~:~~i~\~~~:-:\~I-\~~~~\~\~: Data Warehouse Identifying the Best Customers Data Mining • • Calculate • c ...... " Identify • and profile the best customers Predict their lifetime value purchasing "..,. .... __ behavior "...,,~'IoI<....,n'' '"<>M<V .. 5 Chapter 19 Customer Relationship Management (CRM) Data Analysis Recency-Frequency-Monetary Analysis 1. Identifies customers most likely to purchase again Cuslomersegmentation Receney·frequency-monetary • 2. Identifies and ranks "best customers" analysis 3. Identifies most profitable customers Predictive mOdeling -----_ _..... ---_ _....... " o Biz Flix I--~RD Data Manipulation Techniques Predictive Modeling --~__.... Casino ",,=:::;:-==,.-~---......... - LO' REVIEW LEARNING -- Identify the Best Customers _. ---"-- • _.-- OUTCOME: • Act-.. ft'IlInlpulation tKhnique in which marttete,. try to d_rmine what the odds .re that SCIfJ'W other oc:cumence will ta.k. pJac.. in ttl. fubJre. ~l Leverage Customer Information Explain the process of leveraging customer information throughout the organization ---- --" ---_ ......_- . • 6 ...
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This note was uploaded on 09/01/2011 for the course MTK 340 taught by Professor Folger during the Spring '11 term at Iowa State.

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KIC000073 - --------------------------------------------...

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