Working Paper

Timing Customer Reactivation Initiatives

Niels Holtrop

Maastricht University

Jaap Wieringa

University of Groningen

Oct 13, 2020


Develops a model grounded in statistical quality control theory to monitor customer purchasing and identify which have turned inactive. Across three datasets and a field study, the modelĀ  provides a better classification of active and inactive customers to initiate profitable reactivation measures.

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