Business, Management and Accounting
6 years ago

Predictive models revolutionize online retail profits by identifying profitable customers.

1 view
Modelling Customer Lifetime Value in a Continuous, Non-Contractual Time Setting
J.R. Bernat

Paper Summary

Online retailers aim to increase profits by building long-term relationships with profitable customers. Customer lifetime value (CLV) measures a customer's future purchases' value. This study compared prediction models to predict CLV, finding that probability models are best for predicting CLV in Winkelstraat.nl's customer database.

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