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Le aziende dispongono oggi di enormi masse di dati (Big Data), che rappresentano un asset di grande valore. Da questi dati l’azienda innovativa e competitiva estrae preziose informazioni sui Clienti, che trasforma in profitto. L’opera illustra le applicazioni operative del CRM e del Data mining. Il volume è strutturato in sei parti: - Big data, Data mining, Crm e valore del cliente. - Scelta del mercato-obiettivo: segmentazione. - Innovazione di prodotto e Customer satisfaction: lancio di nuovi prodotti. - Promozione e cross-selling: massimizzazione della redemption di una promozione. - Predizione dei clienti a rischio di abbandono: churn analysis e retention. - Risk management: valutazione del rischio creditizio. - Indice analitico. AMEDEO DE LUCA è uno dei massimi esperti e studiosi di analisi dei dati di mercato/marketing operanti in Italia.