Migration of customers owing to a service substitution

Ilona Murynets, Jose E. Ramirez-Marquez, Wei Jiang

    Research output: Contribution to journalArticlepeer-review

    1 Scopus citations

    Abstract

    Customers continuously migrate from legacy products to new substitutes as new technologies and products emerge. This article analyzes the migration of customers from a legacy product to a new technological substitute, based on customers historical activity data. The analysis constructs individual migration profiles and forecasts future migration behavior of each customer, as well as segmenting customers based on their migration patterns. Companies can use this analysis to forecast demand for legacy products and new substitutes, and to identify customers for targeted marketing campaigns. A case study illustrates the analysis.

    Original languageEnglish
    Pages (from-to)297-306
    Number of pages10
    JournalJournal of Targeting, Measurement and Analysis for Marketing
    Volume17
    Issue number4
    DOIs
    StatePublished - Dec 2009

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