Banner Advertising as a Customer Retention Tool in Customer-Relationship Management
- Topics:
- Retail Advertising
- Tags:
- Advertising & Promotion,
- Tool,
- Software,
- Social Science Electronic Publishing Inc.,
- Marketing,
- Internet,
- Enterprise Software,
- Customer Retention,
- Customer Relationship Management (CRM),
- CRM,
- ...
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Overview: One of the major advances of the digital economy is the facilitation of building and managing individual customer relationships - a process usually referred to as "customer relationship management" or CRM. For a typical web site selling frequently-purchased consumer items, the most important stage of CRM is customer retention. This is because the long-term viability of a website is based on its ability to retain a significant customer base. In this study, we focus on a hitherto unexplored question - does banner advertising have a role to play in the customer retention phase of CRM. Using a rich behavioral database consisting of individual customer purchases at a web site along with individual advertising exposure, we measure the impact of banner advertising on customer retention (via purchase acceleration).
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Format: HTML | Date: Jan 2003 | Pages: 1
