Current research team

Bart Baesens	Supervisor
Wouter Verbeke	PhD
Karel Dejaeger	PhD

Description Marketing Analytics

Customer relationship management (CRM) aims to optimize the interactions between a company and its customers. Companies such as supermarkets, telecom operators, on-line service providers and other retailers, with hundreds of thousands or even millions of clients, are in need of strategies to efficiently manage their customer base in order to maintain and improve profitability. Marketing analytics are technologies that are developed to extract information and knowledge from customer data, which is often present in abundance. Popular applications include churn prediction, where the aim is to pro-actively detect customers no longer buying your product or service, response modeling whereby one tries to predict which customers are likely to respond to a marketing campaign, and cross-selling which aims at detecting products or services frequently bought together. From a holistic perspective, the ultimate aim is to develop Customer Lifetime Value (CLV) models whereby data mining is used to forecast all future revenue generated by a portfolio of customers across different product or service categories, and various marketing channels. The research team of professor Baesens currently studies the following topics in this context:

• Developing customer lifetime value (CLV) models using state of the art data mining techniques
• Investigating how data mining can be used to develop powerful and interpretable churn prediction models
• Studying how to optimally include domain knowledge in CRM data mining models
• Exploring the contribution of data mining to multichannel marketing, customer experience analytics, and web intelligence
• Studying how ideas from network based learning and social networks can be used for improved customer intelligence

Past research