Die Fehlklassifikationskarte für Kundenpriorisierung

Jede Zeile nennt eine Aussage zu dieser Abbildung, ihre Quelle und die Art ihrer Prüfung.

• A MB05-C1 The question is feasibility, not desirability: relationship-marketing strategies "presume that a firm can accurately predict the future profitability of customers", and the paper is "a detailed empirical evaluation of how accurately the future profitability of customers" can be predicted across four industry data setsMalthouse & Blattberg. (2005)
• A MB05-C2 The 20-55 rule, as posited: of the actual best customers, "approximately 55% will be misclassified and not receive special treatment". The authors call these "two new empirical rules of thumb based on these results", so they are rules of thumb from four data sets, not constants. About 15% of the future bottom 80% may be misclassified and receive special treatment.Malthouse & Blattberg. (2005)
• A MB05-C3 "the feasibility of such strategies depends on the probabilities and costs of misclassifying customers", so it turns on prediction accuracy, forecast horizon, and the costs of misclassification.Malthouse & Blattberg. (2005)
• A MUL99-C1 The paper is METHOD, not an empirical finding, in its own words: "This paper provides a conceptual and methodological foundation for measuring customer profitability" by extending customer-lifetime-value approaches to broader target-marketing applications.Mulhern. (1999)
• A MUL99-C2 Concentration is analysed as a distribution, not asserted as a ratio: "a sharply descending curve for the ordering of customer profit" corresponds to a skewed frequency distribution, and the Lorenz curve's shortcoming is that "it cannot portray percentiles of customers who represent a financial loss to a firm"Mulhern. (1999)

Prüfgrade: A, gegen die gedruckte Seite der Primärquelle geprüft · B, Primärquelle, nur Textebene · C, belastbare Sekundärquelle · D, berichtet.

Diese Abbildung gehört zu einem Essay: Die Zahlen stehen hier, das Argument dort.