Modeling Customer Behavior with Analytical Profiles

• Autores: Jerzy Surma
• Localización: Social network mining, analysis, and research trends: techniques and applications / I-Hsien Ting (ed. lit.), Tzung-Pei Hong (ed. lit.), Leon S.L. Wang (ed. lit.), 2012, ISBN 978-1-61350-513-7, págs. 171-182
• Idioma: inglés
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• Resumen

  • Contemporary companies try to build customer relationship management systems based on the customer social relations and behavioral patterns. This is in correspondence with the current trend in marketing that is to move from broadcast marketing operation to a one-to-one marketing. The key issue in this activitv is predicting to which products or services a particular customer was likely to respond to. In order to build customer relationship manaoement stems. companies have to learn to understand their customer in the broader social context. The key hypothesis in this approach is that the predictors of behavior in the future are customers behavior patterns in the past. This is a torm of human behavioral modeling. The individual customer behavior patterns can be used to build an analvtical customer profile. This will be described in section "Introduction" and "Customer profiling". Based on this profile a company might target a specific customer with a personalized message. In section "Critical examples" the authors will focus in particular on the importance of the customer social relations, that reflects refèrrals influence on the marketing response. In the end in section "Market of analvtical profiles" they will discuss the potential business models related to market exchange of analvtical profiles.