Supporting and Enhancing SAP CRM ◾ 425
CRM strategies spanning the full customer lifecycle are constituted of four decision patterns
or models:
a. Customer acquisition: is involves decisions on identifying the right customers to acquire,
forecasting the number of new customers, the response of promotional campaigns, and so
on. e objectives of customer acquisition modeling include identifying the right customers
to acquire, predicting whether customers will respond to company promotion campaigns,
forecasting the number of new customers, and examining the short- and long-run eects of
marketing and other business variables on customer acquisition.
is is a conscious move from mass marketing of products to one that is focused on the
end ...