IMPROVING THE RETENTION CAMPAIGN EFFECTIVENESS USING CUSTOMER VALUE INDEX CONCEPT AND DECISION TREE ANALTICS: A CASE STUDY OF MAGENTA BANK
This study aims to improve retention campaign take up rate as well as justifying the marketing cost to maintain campaign effectiveness that leads into company profitability in Magenta bank. Because In fact, not all customers are good customers, not all customers require massive marketing investment....
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/70655 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |