Author/Authors
DECEWiCZ, Anna Warsaw School of Economics, Poland
Title Of Article
MARKOV MODELS IN CALCULATING CLV
شماره ركورد
41863
Abstract
The paper presents a method of calculating customer lifetime value and finding optimal remarketing strategy basing on Markov model with short-term memory of client s activity. Furthermore, sensitivity analysis of optimal strategy is conducted for two types of retention rate functional form defining transition probabilities.
From Page
127
NaturalLanguageKeyword
Customer lifetime value , Retention rate , Marketing strategy , Markov chain
JournalTitle
Eskişehir Technical University Journal of Science and Technology B - Theoretical Sciences
To Page
142
JournalTitle
Eskişehir Technical University Journal of Science and Technology B - Theoretical Sciences
Link To Document