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 Customer Channel Migration.pdf
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We develop a model of customer channel migration and apply it to a retailer that markets over the Web and through catalogs. The model (1) identifies the key phenomena required to analyze customer migration, (2) shows how these phenomena can be modeled, and (3) develops an approach for estimating the model. The methodology is unique in its ability to accommodate heterogeneous customer responses to a large number of distinct marketing communications in a dynamic context. Results indicate that (1) Web purchasi
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multichannel customer.pdf
( 220.8KB)
Multichannel customer management is the design, deployment, coordination, and evaluation of channels through which firms and customers interact, with the goal of enhancing customer value through effective customer acquisition, retention, and development. The authors identify five major challenges practitioners must address to manage the multichannel environment more effectively: (1) data integration, (2) understanding consumer behavior, (3) channel evaluation, (4) allocation of resources across channels, an
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©2006 Brian Giamo (bgiamo)
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