Examinando por Materia "CLIENTES - COLOMBIA"
Mostrando 1 - 1 de 1
Resultados por página
Opciones de ordenación
Ítem Big data analytics para la gestión de las relaciones con los clientes fundamentada en su valor estratégico individual : estudio concluyente para el sector financiero colombiano(Universidad EAFIT, 2019) Arjona Molina, Mateo; Muñoz Molina, Yaromir; Quintero Mesa, Luís GermánThe value of the company is based on its main asset, the customers. This has attracted the attention of senior managers who are concerned about the optimization of resources in organizations, often concentrated homogeneously in customer retention. This paper has a review of the available literature and a CLV performance model considering the client’s churn rate using a logit regression with data of the Colombian financial sector, with the aim of proposing a 3D segmentation model that seeks to create segmented value proposals and increase customer retention and selling.