Many studies have shown that a good way to improve customer retention is to sell more products to the same custo- mers, . extend the portfolio of products or services bought from a given supplier. Of course, given a specific custo- mer profile, companies would like to know what is the next most-likely product or service a customer is going to buy. In analytical CRM, we build cross-sell/up-sell models, also known as NPTB (next product to buy) models. These enable marketing analysts to target customers with the most appropriate product. Customer intelligence goes beyond mere ‘business intelligence’, which is interpreted by software vendors.
