Knowledge and Data Management White Papers
A Simple Bayesian Approach in Mining the Touch Point Data
Overview Any CRM cycle often adopt a "Multiple touch point" strategy by using phone, mail, email or other communication channel. It is important to know how a customer will react to different touch points, or different combination of touch points. The analytical work could easily become unrealistic as the combinatorial computation could soon beyond reach. Just a 30 touch points system and consider only 5 stages of interaction; the total cases will be 30 to the power of 5 (24.3 million cases!). This is also a path dependent case, as the customer will behave differently if first emailed and then called versus call first and then email. This paper proposes a simple Bayesian approach to analyze the touch point data.
| Publisher | SAS Institute | File Format | |
|---|---|---|---|
| Date Published | March 2003 | Downloads | 1 |
| Format | White Papers | ||
| Topics | |||
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