Dynamic Customer Strategy

Index

A

A/B testing, 97–98

accuracy, 60

active profiling, 66

activity based cost accounting, 116

Adams, S., 15

affinity analysis, 73

Amazon, 73, 88, 90

analytics, applications of, 72–75

case study, 80–81

in marketing, 82–83

Arbitron, 60

Aristotle, 89

Aristotle’s model of persuasion, 89

assumptions

ceterus paribus, 112–113

infinite time horizon, 113

attitudinal loyalty, 21, 46

attribution model, 82

attribution modeling, 95–96

B

B2B sale, 83

behavioral data, 35, 40

behavioral loyalty, 21, 46

Best Buy, 21

Big Data, 1–2, 8, 14, 47, 49, 91, 133–134

applications of, 135

barriers to effective use, 50

bias for action, 50–51

case study, 53–55

characteristics of, 50

and DCS role in decision making, 91

decision rules, 54–55

interpretation of numbers,