MARKETING 2018
MARKETING 2018
19th Edition
ISBN: 9780357033753
Author: Pride
Publisher: CENGAGE L
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Background information: Often the challenge in using predictive models boils down to understanding the nature of cause and effect. Although statistical analysis might reveal that two observable events tend to happen at similar times, it does not necessarily mean that one event “causes” the other. What is more important: to understand what will happen next or why it will happen? 
 
What implications does your answer have for CRM design?
 
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