Loyalty_Trak

Loyalty_Trak is a research product developed by Ehrenberg-Bass Institute researchers for subscription markets (e.g. mortgages, insurance) and can be used to measure the impact of marketing programs on retention and defection rates in these markets.

Subscription markets are characterised by customers with less switching behaviour, that is defecting customers are lost for a very long or indefinite period. Loyalty_Trak is based on probabilistic measures of loyalty, allowing managers to identify erosion of loyalty while there is still time to take action (ie before the subscription lapses).

Please email Elke.Seretis@MarketingScience.info for further information on any aspect of Loyalty and Customer Retention Monitoring.




EhrenbergBass_CB_UniSARGB

Professor Andrew Ehrenberg
(1926 - 2010)

August 2010

We are very sad to lose a legendary figure in marketing, market research and the statistics field. Over his life Professor Andrew Ehrenberg’s contribution to the development of marketing science has been enormous. The Ehrenberg-Bass Institute (with colleagues at the Ehrenberg Centre, London SouthBank) will build on his legacy as we continue to develop empirical generalizations in marketing. 

We are sad to lose this great man who was a pioneer in our field, and a dear friend to his colleagues.
The Ehrenberg-Bass Institute

The Ehrenberg-Bass Institute has over 50 marketing scientists contributing to ground breaking research and analysis.

Our research discovers how buyers behave, brands perform and how marketing really works.

Our findings give meaning and context to marketing research, turning data into insightful and meaningful strategy.

We have experts in the areas of:

Advertising
Brand Equity
Marketing Metrics & Buyer Behaviour
Pricing
Media
Sustainable Marketing
Wine Marketing
© 2009 Ehrenberg-Bass Institute for Marketing Science