TICHINDELEAN, Mihai - In: Expert Journal of Marketing 1 (2013) 1, pp. 38-49
application of the RFM model; the authors demonstrate that there is no statistical significant variation within the clusters … engagement and summarize the main models for measuring it. One probability model (Pareto/NBD model) and one parametric model (RFM … model) specific for the customer acquisition phase are theoretically detailed. The second part of the paper is an …