Data warehouse design to support customer relationship management analyses
Proceedings of the 7th ACM international workshop on Data warehousing and OLAP
Championing of an LTV model at LTC
ACM SIGKDD Explorations Newsletter
Recommendation method for extending subscription periods
Proceedings of the 12th ACM SIGKDD international conference on Knowledge discovery and data mining
DTMC: an actionable e-customer lifetime value model based on markov chains and decision trees
Proceedings of the ninth international conference on Electronic commerce
Data acquisition and cost-effective predictive modeling: targeting offers for electronic commerce
Proceedings of the ninth international conference on Electronic commerce
Optimizing marketing planning and budgeting using Markov decision processes: an airline case study
IBM Journal of Research and Development - Business optimization
Expert Systems with Applications: An International Journal
Expert Systems with Applications: An International Journal
Expert Systems with Applications: An International Journal
Customer-Base Analysis in a Discrete-Time Noncontractual Setting
Marketing Science
Expert Systems with Applications: An International Journal
Mobile phone customer retention strategies and Chinese e-commerce
Electronic Commerce Research and Applications
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We present and discuss the important business problem of estimating the effect of marketing activities on the Lifetime Value of a customer in the Telecommunications industry. We discuss the components of this problem, in particular customer value and length of service (or tenure) modeling, and present a novel segment-based approach, motivated by the segment-level view marketing analysts usually employ. We describe in detail how we build on this approach to estimate the effects of retention campaigns on Lifetime Value, and also discuss its application in other situations. Our solution has been successfully implemented by the Business Insight (BI) Professional Services.