A Methodology for Linking Customer Acquisition to Customer Retention

Journal of Marketing Research - Tập 38 Số 2 - Trang 262-268 - 2001
Jacquelyn S. Thomas1
1Goizueta Business School, Emory University

Tóm tắt

Customer acquisition and retention are not independent processes. However, because of data limitations, customer management decisions are frequently based only on an analysis of acquired customers. This analysis shows that these decisions can be biased and misleading. The author presents a modeling approach that estimates the length of a customer's lifetime and adjusts for this bias. Using the model, the author shows the financial impact of not accounting for the effect of acquisition on customer retention.

Từ khóa


Tài liệu tham khảo

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Thông tin
Thông tin xuất bản

Journal of Marketing Research

Tập 38 Số 2

262-268

Thông tin tác giả