B2B acquisition of profitable customers and collaboration partners

Fraunhofer INT

Application

The acquisition of new, profitable customers and collaboration partners is an important task in a business-to-business environment.

Problem: The acquisition process is often time and cost consuming.

Solution: This approach predicts new customers and collaboration partners as profitable based on information about existing customers in a business-to-business environment. By use of Latent Semantic Indexing (LSI) and Singular Value Decomposition (SVD), latent semantic concepts are identified on websites of existing business customers and they are used as classifier for profitability prediction modeling. Thus, this approach supports the identification of new profitable business customers as well as collaboration partners and the customer acquisition process can be targeted more effectively and efficiently.

Case Study

Approaches and case studies are published in

Thorleuchter, D., Van den Poel, D., Prinzie, A.: Analyzing existing customers’ websites to improve the customer acquisition process as well as the profitability prediction in B-to-B marketing. Expert Systems with Applications 39 (3) 2012, 2597-2605.

Thorleuchter, D., Van den Poel, D.: Analyzing Website Content for Improved R&T Collaboration Planning. Advances in Intelligent Systems and Computing, 206, Springer, Berlin, pp. 567-573, 2013.

D'Haen, J., Van den Poel, D, Thorleuchter, D.: Predicting Customer Profitability During Acquisition: Finding the Optimal Combination of Data Source and Data Mining Technique. Expert Systems with Applications 40 (6) 2013, 2007-2012.

Thorleuchter, D., Van den Poel, D., Prinzie, A.: LSI based Profitability Prediction of new Customers. SIAM International Workshop on Data Mining for Marketing (DMM 2011). p. 62-67. Mesa, Arizona, USA, 2011.

Contact us if you would like to identify new customers or cooperation partners for your B2B-company.