03193ntm a22005177i 4500 000543599 CZ-PrVSE 20180602113923.0 m d cr n|||||||||| 180602s2018 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Píhrt, Tomáš ISIS:99291 dis Optimalizace Customer Lifetime Value v retailovém bankovnictví eng Optimizing Customer Lifetime Value in Retail Banking / Tomáš Píhrt 2018 ?? stran : digital, PDF soubor Vedoucí práce: Pavel Jašek Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta informatiky a statistiky, 2018 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2018 Each year institutions spend billions of dollars on marketing incentives to stay competitive. Whilst focusing on short-term metrics e.g. profit or revenue, they promote products and services which do not completely fit customer’s needs. To measure the impact of marketing campaigns on customer loyalty and future behavior, a customer-centric model based on Customer Lifetime Value in combination with a Markov chain model is suggested. Treating customers as company’s assets is an essential assumption for long-term profitability and growth. To optimize the marketing resource allocation, it is crucial to cover not only one step marketing campaigns (e.g. next best offer), but the overall marketing strategy, bearing in mind all possible consequences. Such an approach can be compared to strategic games and is best described by a Markov Decision Process. The proposed method, which covers the whole retail banking marketing process from the campaign definition up to the result optimization, can be regarded as the main contribution of this thesis. The comparison of existing and CLV optimal marketing strategies of a mid-size European bank is provided to validate the model results. Způsob přístupu: Internet informační systémy a technologie [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Retail Banking Customer Lifetime Value Markov Chain Markov Decision Process Marketing Campaigns Jašek, Pavel xx0134580 ths Novotný, Ota, 1971- jn20001103447 opn Vysoká škola ekonomická v Praze. Fakulta informatiky a statistiky kn20010709399 dgg https://insis.vse.cz/zp/64492/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/64492 Hlavní práce https://insis.vse.cz/zp/64492/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/64492/posudek/oponent/55608 Oponentura https://insis.vse.cz/zp/64492/podrobnosti dc:identifier NEPOSILAT VSKP vse64492 180601 64492