Scoring (Marketing)

from Wikipedia, the free encyclopedia

Under scoring (Marketing) refers to de use of mathematical and statistical models (methods) to calculate a forecast value for customers, new customers, market areas and / or locations. This is a specification of the term scoring in general and serves to distinguish it from credit scoring . Statistical methods for scoring models are e.g. B. Small-area methods. Or regression analysis (see also data mining ).

backgrounds

Scoring (marketing) is a common analysis tool in the field of database marketing and CRMs, in order to predict customer behavior at the personal level or to optimize the acquisition of new customers. In predicting buildings, streets, areas and locations, spatial data ( geodata ) are increasingly used. They are part of geomarketing analyzes and are not personal.

literature

  • Martin Nitsche, MICRO-MARKETING, data, methods, practice. Vienna, 1998, Ueberreuter Verlag ISBN 3-7064-0410-9 , page 236
  • Link, Brändli, Schleuning, Hehl, Database Marketing Manual, 2nd edition. Ettlingen 1997. IM Fachverlag Marketing-Forum GmbH. Page 193ff
  • Michael Herter, Karl-Heinz Mühlbauer (Ed.): Handbook Geomarketing . 2nd Edition. Herbert Wichmann, Heidelberg 2018, ISBN 978-3-87907-653-6 . Pages 373ff
  • Hedderich, Sachs, Applied Statistics. Springer publishing house. 14th edition. Berlin, Heidelberg. 2012, page 632f.