Application of stochastic models to determine customers lifetime value for a Brazilian supermarkets network

Application of stochastic models to determine customers lifetime value for a Brazilian supermarkets network

This paper studies strategies to access customer lifetime value (CLV). Traditionally, heuristics based on recency, frequency and monetary value variables (RFM) are used to determine the best customers. Here, some forms of directly exploring these parameters to predict CLV are compared to an approach...

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Bibliographic Details
Main Authors: Annibal Parracho Sant'Anna, Rodrigo Otavio de Araujo Ribeiro
Format: Article
Language:English
Published: Sociedade Brasileira de Pesquisa Operacional 2008-12-01
Series:Pesquisa Operacional
Subjects:
valor do tempo de vida do cliente
gestão do conhecimento
marketing
varejo
modelagem
customer lifetime value
knowledge management
retail
modeling
Online Access:http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0101-74382008000300009

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