Incorporating Neighborhood Effects in Customer Relationship Management Models
Baecke, Philippe Van den Poel, Dirk
Baecke, Philippe
Van den Poel, Dirk
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Publication Type
Conference Proceeding
Editor
Supervisor
Publication Year
2011
Journal
Lecture notes in Computer Science
Book
Lecture Notes in Computer Science
Publication Volume
6804
Publication Issue
6804
Publication Begin page
90
Publication End page
99
Publication Number of pages
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Abstract
Traditional customer relationship management (CRM) models often ignore the correlation that could exist in the purchase behavior of neighboring customers. Instead of treating this correlation as nuisance in the error term, a generalized linear autologistic regression can be used to take these neighborhood effects into account and improve the predictive performance of a customer identification model for a Japanese automobile brand. In addition, this study shows that the level on which neighborhoods are composed has an important influence on the extra value that results from the incorporation of spatial autocorrelation.
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Keywords
46 Information and Computing Sciences