Segmentation and Lifetime Value Models Using SAS

Acknowledgments

I would sincerely like to thank Ted Spiegel, Bob Kestnbaum and Tom Collinger for introducing me to many of the concepts covered in this book and making sure my teaching of these topics is grounded in the practice of database marketing. The Direct Marketing Educational Foundation (now called the Marketing EDGE), Ralf Elsner, and Bobby Calder provided some of the data sets used in this book for examples. Bobby has also had a strong influence on my thinking about segmentation and subsegmentation. Bob Blattberg originally suggested this project and has been an excellent collaborator on several lifetime value research projects. The IMC process shown in Figure 1.1 and the material covered in Chapter 1 was influenced by discussions with ...