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Contribution to Book
Modeling customer behavior and social relations with analytical profiles
Social Network Mining, Analysis and Research Trends: Techniques and Applications (2012)
  • Jerzy Surma
Abstract
Contemporary companies try to build customer relationship management systems based on the customer
social relations and behavioral patterns. This is in correspondence with the current trend in marketing that
is to move from broadcast marketing operation to a one-to-one marketing. The key issue in this activity is
predicting to which products or services a particular customer was likely to respond to. In order to build
customer relationship management systems, companies have to learn to understand their customer in
the broader social context. The key hypothesis in this approach is that the predictors of behavior in the
future are customers behavior patterns in the past. This is a form of human behavioral modeling. The
individual customer behavior patterns can be used to build an analytical customer profile. This will be
described in section “Introduction” and “Customer profiling”. Based on this profile a company might
target a specific customer with a personalized message. In section “Critical examples” the authors will
focus in particular on the importance of the customer social relations, that reflects referrals influence
on the marketing response. In the end in section “Market of analytical profiles” they will discuss the
potential business models related to market exchange of analytical profiles.
Publication Date
2012
Editor
I-Hsien Ting
Publisher
IGI Global
Citation Information
Jerzy Surma. "Modeling customer behavior and social relations with analytical profiles" New YorkSocial Network Mining, Analysis and Research Trends: Techniques and Applications (2012) p. 171 - 182
Available at: http://works.bepress.com/jerzy_surma/4/