September 2026
Original scientific article
VIRTUAL CONSUMER TWIN FRAMEWORK FOR PREDICTIVE MARKETING AND CUSTOMER RETENTION
Organizations that want to gain a competitive advantage have focused on customer retention. However, traditional approaches to customer relationship management do not account for changing customer behaviour in the digital realm. This work suggests the Virtual Consumer Twin Framework (VCTF) for customer retention and predictive marketing through del...
By V. Suganya, Priya Sethuraman, K. Latha, Kiruthiga Balasubramanian