This course addresses two broad themes: 1) customer-centric market, and 2) customer data analytics. The first theme explores what customer relationship management means. The customer life cycle is introduced as an integrating framework. The importance of customer profitability and life time value as a criterion in CRM decision is emphasized. The second theme emphasize the analysis of customer data, with particular focus on different types of predictive models. Marketers are often interested in predicting something; for example, whether a customer will respond to marketing offer, whether a customer will churn, or which products a customer would be most likely to buy next.
> To build your knowledge of a rapidly emerging market arena - customer centric marketing - which some claim is the beginning of a new business paradigm;
> To emphasize the importance of the customer life cysle and customer valuation in CRM decision;
> To emphasize how analytical CRM can help accomplish strategic marketing initiatives and improve firm profitability;
> To expose you to various commonly used modeling and data mining techniques for database marketing.