Statistical model uses transaction attributes to better target marketing resources
SEATTLE, WA, AUGUST 10, 2015 - A new statistical model that businesses can use to approximate an upper limit on the appropriate amount of marketing dollars they should invest in retaining their most important customers was presented today at a session of the 2015 Joint Statistical Meetings (JSM 2015) in Seattle.
Michael Braun, associate professor of marketing at Southern Methodist University's Cox School of Business, unveiled the new model in a presentation titled "Transaction Attributes and Customer Valuation" during a session focused on Big Data and customer analytics. ...


