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CRM in A Segmented Ebanking/Ecommerce Marketplace – New Approaches to Data Analysis

Author

Listed:
  • Cottrell, Jonathan

    (University of Cambridge)

Abstract

We explore the development of a probabilistic model of segmented markets, and go on to show how such a model adds value in various common e-banking and e-commerce scenarios. We compare this modern treatment with classical approaches, and demonstrate how such a probabilistic model reduces the cost of acquiring new customers, improves ROI on marketing campaigns, and helps identify the correct point to intervene in the customer lifecycle to retain previously loyal customers.

Suggested Citation

  • Cottrell, Jonathan, 2011. "CRM in A Segmented Ebanking/Ecommerce Marketplace – New Approaches to Data Analysis," Journal of Internet Banking and Commerce, , vol. 16(2), pages 01-19, August.
    • Handle: RePEc:ris:joibac:0403
    as

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    More about this item

    Keywords

    E-banking; E-commerce; Data analysis; Business informatics; Market segmentation; Customer relationship management; Data mining;
    All these keywords.

    JEL classification:

    • G24 - Financial Economics - - Financial Institutions and Services - - - Investment Banking; Venture Capital; Brokerage

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