Course Timeframe: Fall 2020

Metrics and Statistical Models in B2B CRM

The main objective of this course is to serve as a guide to the metrics and models in the CRM literature. They will do this by first identifying a way to measure the net present value of a customer to the firm, Customer Lifetime Value (CLV), and a set of metrics by which customers can be managed. Then, they will follow the lifetime of a customer with the firm by analyzing empirical models that allow us to better understand how managers can improve at each stage of the customer’s relationship with the firm: acquisition, retention, growth, churn, and win-back. Finally, they will discuss how to implement CRM models with firms and to design and implement field experiments with firms to enhance the contribution of research.

Complete Course Details and Registration