ProfessorsProfessors of Universidade Federal do Rio Grande do SulCleo Schmitt Silveira

Cleo Schmitt Silveira

Universidade Federal do Rio Grande do Sul

H-index: 7

Latin America-Brazil

About Cleo Schmitt Silveira

Cleo Schmitt Silveira, With an exceptional h-index of 7 and a recent h-index of 5 (since 2020), a distinguished researcher at Universidade Federal do Rio Grande do Sul, specializes in the field of Marketing Metrics, Customer Equity, Marketing Analytics.

His recent articles reflect a diverse array of research interests and contributions to the field:

A framework to improve churn prediction performance in retail banking

Brand equity chain and brand equity measurement approaches

Unifying customer, product and brand performance management

Predicting customer value per product: From RFM to RFM/P

Trade-off between value creation and value appropriation?

Cleo Schmitt Silveira Information

University	Universidade Federal do Rio Grande do Sul
Position	/ PPGA
Citations(all)	251
Citations(since 2020)	161
Cited By	136
hIndex(all)	7
hIndex(since 2020)	5
i10Index(all)	5
i10Index(since 2020)	2
Email	Access Email
University Profile Page	Universidade Federal do Rio Grande do Sul
Google Scholar	View Google Scholar Profile

Cleo Schmitt Silveira Skills & Research Interests

Marketing Metrics

Customer Equity

Marketing Analytics

Top articles of Cleo Schmitt Silveira

Title	Journal	Author(s)	Publication Date
A framework to improve churn prediction performance in retail banking	Financial Innovation	João BG Brito Guilherme B Bucco Rodrigo Heldt João L Becker Cleo S Silveira ...	2024/1/13
Brand equity chain and brand equity measurement approaches		Marta Olivia Rovedder de Oliveira Rodrigo Heldt Cleo Schmitt Silveira Fernando Bins Luce	2023/5/9
Unifying customer, product and brand performance management	Academia Revista Latinoamericana de Administración	Rodrigo Heldt Cleo Schmitt Silveira Fernando Bins Luce	2022/6/17
Predicting customer value per product: From RFM to RFM/P	Journal of Business Research	Rodrigo Heldt Cleo Schmitt Silveira Fernando Bins Luce	2021/4/1
Trade-off between value creation and value appropriation?	Marketing Intelligence & Planning	Cleo Schmitt Silveira Marta Olivia Rovedder de Oliveira Rodrigo Heldt Fernando Bins Luce	2021/1/30