Estimación de lifetime value basada en comportamiento transaccional

Fecha de Publicación: 22 junio, 2009
Industria: Otras
Autores:

Lifetime Value Estimation Based on Transactional Data

The lifetime value

of a customer is the present value of all the future earnings that he will represent for the firm. The estimation of this indicator is central to the customer relationship management concept. It empowers managers with a tool they can use determine how much time, effort and money they can invest on their customers. In retail, Recency, Frequency and Monetary Value (RFM) attributes can be used to characterize a customer’s transactional behavior. Models such as the Pareto/NBD (and other simpler ones) use this information to estimate the customer’s expected future behavior

Specifically, the number of future purchases, their value, and the activity probability can be estimated to generate a customer’s lifetime value. The proposed lifetime value estimation methodology is applied on a cohort of customers of a wholesale supermarket chain. The models prove to be useful in predicting the behavior of segments of customers, specifically on which groups are expected to change their behavior in the future.