About the Author

Edward C. Malthouse is the Theodore R. and Annie Laurie Sills Professor of Integrated Marketing Communications and Industrial Engineering at Northwestern University and the Director of Research for the Spiegel Initiative on Database and Digital Marketing. He was the co-editor of the Journal of Interactive Marketing from 2005-2011. He obtained his PhD in 1995 in computational statistics from Northwestern University and completed his postdoctoral fellowship at the Kellogg School of Management at Northwestern. Malthouse's research interests center on media marketing, database marketing, advertising, new media, and integrated marketing communications. He is the co-editor of Medill on Media Engagement, and he has published articles in numerous journals, including the Journal of Consumer Psychology, Journal of Interactive Marketing, Data Mining and Knowledge Discovery, Journal of Broadcasting and Electronic Media, International Journal of Market Research, and Journal of Media Business Studies. He teaches undergraduates, graduates, and executives, and he has been a visiting professor at universities in Japan, China, and Europe.

Reviews

"Ed Malthouse is one of the bright lights in marketing thought leadership. His insights are always useful, practical, and clear. This book is no exception. It offers real 'tools you can use' to best manage the most valuable asset of any company: customers. This book provides a comprehensive yet practical way to best use customer information to better manage customer value to enhance firm profitability." -- Timothy Keiningham, Global Chief Strategy Officer and EVP "Ipsos Loyalty"

"This book explains the technical details of the methods in a systematic and logical way, while being relevant to real applications in database marketing. The SAS code enables one to execute the methods fairly easily. I have implemented several of Professor Malthouse's techniques, with excellent results." -- Dr. Mike Jacobs "SVP Segmentation Solutions, IXI Services, Equifax"