Segmentation and Lifetime Value Models Using SAS - Softcover

Malthouse, Edward C.

Softcover

ISBN 10: 1612906966 ISBN 13: 9781612906966

Publisher: SAS Institute, 2013

Synopsis

Help your organization determine the value of its customer relationships with Segmentation and Lifetime Value Models Using SAS. This book contains a wealth of information that will help you perform analyses to identify your customers and make informed marketing investments. It answers core questions on customer relationship management (CRM), provides an overall framework for thinking about CRM, and offers real-world examples across a variety of industries.

Edward C. Malthouse introduces you to a number of useful models, ranging from simple to more complicated examples, and discusses their applications. You'll learn about segmentation models for identifying groups of customers and about lifetime value models for estimating the future value of the segments. You'll learn how to prepare data and estimate models using Base SAS, SAS/STAT, SAS/IML, and SQL.

Marketing analysts, CRM analysts, database managers, and anyone looking to address the challenges of allocating marketing resources to different customer groups will benefit from the concepts and exercises in this book. Analysts will learn how to approach unique business problems. Managers will gain a sense of what's possible and what to ask of their analytics departments.

About this title

About the Author

Edward C. Malthouse is the Theodore R. and Annie Laurie Sills Professor of Integrated Marketing Communications and Industrial Engineering at Northwestern University and the Director of Research for the Spiegel Initiative on Database and Digital Marketing. He was the co-editor of the Journal of Interactive Marketing from 2005–2011. He obtained his PhD in 1995 in computational statistics from Northwestern University and completed his postdoctoral fellowship at the Kellogg School of Management at Northwestern. Malthouse's research interests center on media marketing, database marketing, advertising, new media, and integrated marketing communications. He is the co-editor of Medill on Media Engagement, and he has published articles in numerous journals, including the Journal of Consumer Psychology, Journal of Interactive Marketing, Data Mining and Knowledge Discovery, Journal of Broadcasting and Electronic Media, International Journal of Market Research, and Journal of Media Business Studies. He teaches undergraduates, graduates, and executives, and he has been a visiting professor at universities in Japan, China, and Europe.

Review

"Ed Malthouse is one of the bright lights in marketing thought leadership. His insights are always useful, practical, and clear. This book is no exception. It offers real 'tools you can use' to best manage the most valuable asset of any company: customers. This book provides a comprehensive yet practical way to best use customer information to better manage customer value to enhance firm profitability." --Timothy Keiningham, Global Chief Strategy Officer and EVP, Ipsos Loyalty

"Having been a devotee of Lifetime Value research for more than thirty plus years, I have yet to see a book that combines an overview, insights, examples, and technical expertise that Professor Malthouse's book does. Lifetime Value of a Customer (LTV) has become a critical calculation to many businesses and non-profits. Learning why and how to do the relevant calculations and then seeing how to write SAS code to make the relevant computations are major steps in the evolution of LTV. Professor Malthouse gives readers a highly readable explanation of each of the steps and methods he analyzes. In fact, for a non-technical reader, the beginning section of each chapter is highly valuable in helping understand alternative approaches and rationales for computing Lifetime Value. This book is a masterpiece, and I strongly recommend it to both managers and technicians. It is impossible to find another book on LTV that surpasses Professor Malthouse's treatise." --Robert Blattberg, Timothy W. McGuire Distinguished Service Professor of Marketing, Tepper School of Business, Carnegie Mellon University

"This book explains the technical details of the methods in a systematic and logical way, while being relevant to real applications in database marketing. The SAS code enables one to execute the methods fairly easily. I have implemented several of Professor Malthouse's techniques, with excellent results." --Mike Jacobs, SVP Segmentation Solutions, IXI Services, Equifax

Edition details

• Publisher: SAS Institute
• Publication date: 2013
• ISBN 10: 1612906966
• ISBN 13: 9781612906966
• Binding: Paperback
• Language: English
• Number of pages: 182