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Acquisition pattern analysis for evolutionary database marketing

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  • Leonard Paas

Abstract

Insight into the order in which clients acquire products can be important for determining relevant cross-sell offers for the firm's clients and for the development of long-term relationships with clients. Acquisition pattern analysis studies the prototypical orders in which products are acquired. However, previous studies into acquisition patterns were based on survey data. This paper investigates the applicability of acquisition pattern analysis to transactional data, the most commonly available data in business settings.

Suggested Citation

  • Leonard Paas, 2006. "Acquisition pattern analysis for evolutionary database marketing," The Service Industries Journal, Taylor & Francis Journals, vol. 29(6), pages 805-812, July.
    • Handle: RePEc:taf:servic:v:29:y:2006:i:6:p:805-812
    DOI: 10.1080/02642060902749336
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    References listed on IDEAS

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    1. Kasulis, Jack J & Lusch, Robert F & Stafford, Edward F, Jr, 1979. "Consumer Acquisition Patterns for Durable Goods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 6(1), pages 47-57, June.
    2. Stafford, Edward Jr. & Kasulis, Jack J. & Lusch, Robert F., 1982. "Consumer behavior in accumulating household financial assets," Journal of Business Research, Elsevier, vol. 10(4), pages 397-417, December.
    3. Gregory Elliott & WILLIAM GLYNN, 1998. "Segmenting Financial Services Markets for Customer Relationships: A Portfolio-Based Approach," The Service Industries Journal, Taylor & Francis Journals, vol. 18(3), pages 38-54, July.
    4. Leonard J. Paas & Anton A.A. Kuijlen & Theo B.C. Poiesz, 2005. "Acquisition Pattern Analysis for Relationship Marketing: A Conceptual and Methodological Redefinition," The Service Industries Journal, Taylor & Francis Journals, vol. 25(5), pages 661-673, July.
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