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Beware the 'Walking Dead': Analyzing Customer Data from a Multi-Service Firm
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******************************** Beware the 'Walking Dead': Analyzing Customer Data from a Multi-Service Firm http://knowledge.wharton.upenn.edu/index.cfm?fa=viewfeature&id=1756 Think of them as the "walking dead," a type of customer who currently maintains service with a particular company, but whose next action will most likely be to discontinue that relationship, according to a new study that examines how the customers of a telecommunications firm acquire and discard services over time. The paper -- "Modeling the Evolution of Customers' Service Portfolios," by Wharton marketing professors Peter Fader and Eric Bradlow and a former Wharton PhD student -- focuses in part on whether it is possible to predict future purchasing patterns by looking at past buying behavior.
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