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is an approach in which computer database technologies are used to design, create, and manage
customer data lists
containing information about each
's characteristics and history of interactions with the company. The lists are used as needed for locating, selecting, targeting, servicing, and establishing relationships with customers in order to enhance the long-term value of these customers to the company. The techniques used for managing lists include:
Database manipulation methods such as select and join
Statistical methods for predicting each customer's likelihood of future purchases of specific items based on his/her history of past purchases
Measures for computing
customer lifetime values
on an ongoing basis
American Marketing Association.
> (cited 26 May 2015).
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