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Lim T, Pan T, Ong CS, Chen S, Chia JJJ. Theory-Guided Analytics Process: Using Theories to Underpin an Analytics Process for New Banking Product Development Using Segmentation-Based Marketing Analytics Leveraging on Marketing Intelligence. Analytics. 2023; 2(1):105-131. https://doi.org/10.3390/analytics2010007

Lim, Tristan, Tao Pan, Chin Sin Ong, Shuaiwei Chen, and Jie Jun Jeremy Chia. 2023. "Theory-Guided Analytics Process: Using Theories to Underpin an Analytics Process for New Banking Product Development Using Segmentation-Based Marketing Analytics Leveraging on Marketing Intelligence" Analytics 2, no. 1: 105-131. https://doi.org/10.3390/analytics2010007

Lim, T., Pan, T., Ong, C. S., Chen, S., & Chia, J. J. J. (2023). Theory-Guided Analytics Process: Using Theories to Underpin an Analytics Process for New Banking Product Development Using Segmentation-Based Marketing Analytics Leveraging on Marketing Intelligence. Analytics, 2(1), 105-131. https://doi.org/10.3390/analytics2010007