Structured Neural Network Techniques for Modeling Loyalty and Profitability

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Structured Neural Network Techniques for Modeling Loyalty and Profitability

Source: SAS Institute

Date: January 2008

Type: White Paper

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Overview: Customer satisfaction and customer loyalty are related to key measures of financial performance for firms. The ability to find key drivers for predicting loyalty and profitability is an important step in developing marketing strategies that lead to high quality, long-term relationship with customers. This paper presents a case study for modeling loyalty and profitability for a company in the chemical industry, which will be named as Company A through out the paper. The complete modeling process for this project included three stages which spanned several years of elapsed time and was conducted by three different research teams.

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