Analytics for Customer Engagement
综述了客户参与模型的最新进展，讨论了校准和实施这些模型的内在问题，并分析了数据可用性、模型阶段（获取、发展、保留）以及组织障碍。
In this article, we discuss the state of the art of models for customer engagement and the problems that are inherent to calibrating and implementing these models. The authors first provide an overview of the data available for customer analytics and discuss recent developments. Next, the authors discuss the models used for studying customer engagement, where they distinguish the following stages: customer acquisition, customer development, and customer retention. Finally, they discuss several organizational issues of analytics for customer engagement, which constitute barriers for introducing analytics for customer engagement.