The following is from the November 2008 Drilling Down Newsletter. Got a question about Customer Measurement, Management, Valuation, Retention, Loyalty, Defection? Just ask your question. Also, feel free to leave a comment.
Want to see the answers to previous questions? The pre-blog newsletter archives are here.
Offline Engagement Modeling
Q: In our business (airline) – particularly on the loyalty side – we’ve been using both RFM as well as lifetime and current cumulative totals. For instance in our mileage program, we look at both lifetime miles earned and used as well as current balance.
Does that seem appropriate?
A: Well, I guess the question is appropriate for what purpose, what action are you driving to?
For example, if you were to divide metrics into “strategic” and “tactical”, meaning “for management / long-term planning” and “for campaigns / taking short-term action” then you get different answers.
Continue reading Offline Engagement Modeling
Speaking of Web Intelligence, if you are interested in experiencing what the world of web analytics looks like when it meets Business Intelligence, the WAA and our Certificate partner for Web Intelligence, UC Irvine, are doing a Free webcast on this topic.
Jim Humphrys has the research on salaries and demand in the sector, Shaina Boone of Critical Mass is the practitioner who has both taken the Certificate classes and is applying this knowledge in the real world, and Bernie Jeltema is a UCI Instructor for the Certificate classes.
Here’s the official description:
UCI Webinar: Certificate in Web Intelligence
Wednesday 19-Nov-08 2:30 PM to 3:30 PM EDT
Web Intelligence is a combination of web analytics and business intelligence. As companies expand their reach into the global marketplace, the need to analyze how customers use their web sites to learn about products and make buying decisions is becoming increasingly critical for survival and success. Wondering how to position yourself for these career opportunities and how specific coursework can be valuable? This planning session will provide pre-registration educational and career advancement advisement. Also learn more about the web intelligence certificate program, courses being offered in upcoming quarters, and career planning resources available through the UC Irvine Extension and the University of British Columbia, Continuing Studies
Jim Humphrys, WL Gore, co-chair, WAA Research Committee
Shaina Boone, Critical Mass
Bernie Jeltema, Instructor in Business Intelligence, consultant in field
To register visit: http://unex.uci.edu/certificates/it/web_intel/
On this page, you can either sign up to “Stay Informed” about the program (green bar) or Register for the webcast in the box below this bar, which is called Web Intelligence Education Planning Session.