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The purpose of the paper is to evaluate the feasibility of business-to-consumer (B2C) customer relationship analytics in the industrial business-to-business (B2B) context, in particular spare part sales. The contribution of the paper is twofold; the article identifies analytics approaches with value potential for B2B decision-making, and illustrates their value in use. The identified analytics approaches, customer segmentation, market basket analysis and target customer selection, are common indblp:conf/ecis/StormiLE18 fatcat:xe2zlkc4vrg6tbf6yxvlxpnrpi