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What truly constitutes customer loyalty has been an ongoing debate among members of the marketing community. This is not so much about the semantic definition of customer loyalty-most marketers would agree that this behaviour is represented by a strong affinity or attachment to a given company's products or services. The differences arise when marketers… (More)
In many data mining exercises, we see information that appears on the surface to demonstrate a particular conclusion. But closer examination of the data reveals that these results are indeed misleading. In this session, we will examine this notion of misleading results in three areas: Statistical Issues Statistical issues such as multicollinearity and… (More)