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RFM and CLV: using iso-value curves for customer base analysis
Long before the concept of "customer lifetime value" (CLV) became a popular phrase among marketing practitioners and academics, database marketers were using simple summary statistics to assess the value of different customer groups on the basis of their prior behavioral patterns. The most popular framework classifies customers in terms of the recency, frequency, and monetary value (RFM) of prior transactions. he goal of this article is to develop a formal model that requires nothing more than RFM inputs to make specific lifetime value projections for any given customer. Central to the presentation of the results of this model is the notion of an "iso-value" curve, which enables the authors to group together individual customers who have different behavioral histories but similar future valuations. To obtain these iso-value curves, the authors combine two separate modeling components: one that captures the “flow” of transactions over time and one that focuses solely on revenue per transactions.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior Statistical analysis Value analysis Models Market research Customer Retention studies |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |