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.

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Keywords analytic models, customer equity, customer management, data mining, decision trees, probability models, word of mouth
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Journal Journal of Service Research
Bijmolt, T.H.A, Leeflang, P.S.H, Block, F, Eisenbess, M, Hardie, B.G.S, Lemmens, A, & Saffert, P. (2010). Analytics for customer engagement. Journal of Service Research, 13(3), 341–356. doi:10.1177/1094670510375603