Rutgers University 3 credits Marketing
Emphasizes analytical approaches to customer relationship management including customer acquisition, customer development, and customer retention. Review of statistical concepts with extensive use of the software package SPSS. Students acquire the skills necessary to construct various types of predictive models using customer databases. Includes a comparison of traditional RFM (regency/frequency/monetary) versus other more advanced approaches, such as decision trees and logistic regression, in maximizing the profitability of marketing campaigns. Prerequisites: [(52:630:201 and 50:960:183) or (50:960:283)]
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