Beschreibung Ravi, R: Customer-Centric Marketing - A Pragmatic Framework (Mit Press). State-of-the-art analytic and quantitative methods for using big data to craft effective real-time, dynamic customer-centric marketing plans.The revolution in big data has enabled a game-changing approach to marketing. The asynchronous and continuous collection of customer data carries rich signals about consumer preferences and consumption patterns. Use of this data can make marketing adaptive, dynamic, and responsive to changes in individual customer behavior. This book introduces state-of-the-art analytic and quantitative methods for customer-centric marketing (CCM). Rather than using a snapshot from the data to plot a single campaign-centric marketing plan, these methods draw on cutting-edge research in optimization and interactive marketing with the goal of maximizing long-term profit from data collected over time. The aim is to teach readers to apply optimization tools to derive analytical solutions leading to customized, dynamic, proactive, and real-time marketing decisions.The book develops the CCM framework and illustrates it with four cases that span the life cycle of marketing: pricing, win-back, cross-sales, and customer service allocation. The text walks the reader through real-world examples of applying the framework (supported by spreadsheet models available online), then explains the key concepts: modeling consumer choice; segmenting customers into latent classes based on sensitivity; computing customer lifetime value (CLV); and dynamic optimization. The reader then learns to incorporate the continuous learning of customer preference into an adaptive feedback loop for marketing decisions. The book can be used as a text for MBA students or as a professional reference.This book is based on joint research developed at Carnegie Mellon University when both authors were on the faculty at the Tepper School of Business.
Ravi, R: Customer-Centric Marketing - A Pragmatic ~ Ravi, R: Customer-Centric Marketing - A Pragmatic Framework (Mit Press) / R. Ravi, Baohong Sun / ISBN: 9780262529051 / Kostenloser Versand fĂŒr alle BĂŒcher mit Versand und Verkauf duch .
Customer-centric marketing : a pragmatic framework (eBook ~ Get this from a library! Customer-centric marketing : a pragmatic framework. [R Ravi; Baohong Sun] -- "The revolution in big data has enabled a game-changing approach to marketing. The asynchronous and continuous collection of customer data carries rich signals about consumer preferences and .
Customer-Centric Marketing: A Pragmatic Framework (The MIT ~ Customer-Centric Marketing: A Pragmatic Framework (The MIT Press) Paperback â March 18, 2016 by R. Ravi (Author), Baohong Sun (Author) 4.0 out of 5 stars 1 rating
Customer-Centric Marketing / The MIT Press ~ State-of-the-art analytic and quantitative methods for using big data to craft effective real-time, dynamic customer-centric marketing plans. The revolution in big data has enabled a game-changing approach to marketing. The asynchronous and continuous collection of customer data carries rich signals about consumer preferences and consumption patterns.
Customer-Centric Marketing / The MIT Press ~ Customer-Centric Marketing by Ravi, Sun, 9780262364362. The current practice in customer centricity focuses on having customer-level behavioral data and using those data to construct customer lifetime values from which allocation decisions can be made through segmentation.
Customer-Centric Marketing by R. Ravi, Baohong Sun ~ About Customer-Centric Marketing. State-of-the-art analytic and quantitative methods for using big data to craft effective real-time, dynamic customer-centric marketing plans. The revolution in big data has enabled a game-changing approach to marketing. The asynchronous and continuous collection of customer data carries rich signals about .
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R Ravi's homepage - contrib.andrew.cmu.edu ~ R. Ravi and Baohong Sun, Customer-Centric Marketing: A Pragmatic Framework. MIT Press, 2016. Lap Chi Lau, R. Ravi and Mohit Singh, Iterative Methods in Combinatorial Optimization.
R. Ravi / The MIT Press ~ This book introduces state-of-the-art analytic and quantitative methods for customer-centric marketing (CCM). Rather than using a snapshot from the data to plot a single campaign-centric marketing plan, these methods draw on cutting-edge research in optimization and interactive marketing with the goal of maximizing long-term profit from data collected over time. The aim is to teach readers to .
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R. Ravi - Tepper School of Business - Carnegie Mellon ~ Customer-Centric Marketing: A Pragmatic Framework. (author(s): R. Ravi, Baohong Sun) MIT Press, 2016. Expertise Online Markets (author(s): Isa Hafalir, R. Ravi, Stelios Despotakis, Amin Sayedi) Management Science. Rumors Across Radio, Wireless, Telephone. Proceedings of the 35th IARCS Annual Conf. Foundations of Software Technology and Theoretical Computer Science (FSTTCS 2015) (author(s .
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CKGSB Faculty - SUN Baohong ~ Customer-Centric Marketing: A Pragmatic Framework with Ravi R. The MIT Press. March 2016. Publications âMachine Learning and AI in Marketing â Connecting Computing Power to Human Insights,â Liye Ma and Baohong Sun. Forthcoming, International Journal of Marketing Research. âWisdom Medical â Cracking the âTie Triangleâ Dilemmaâ Harvard Business Review (Chinese version), Feb, 2019 .
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Marketing Models for the Customer-Centric Firm / SpringerLink ~ Customer-centric marketing: A pragmatic framework. Cambridge, MA: The MIT Press. Google Scholar. Reinartz, W., and V. Kumar. 2000. On the profitability of long-life customers in a noncontractual setting: An empirical investigation and implications for marketing. Journal of Marketing 64 (October): 17â35. CrossRef Google Scholar. Reinartz, W., and V. Kumar. 2003. The impact of customer .
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