Customer lifetime value models: do they predict actual behaviour?

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Title

Customer lifetime value models: do they predict actual behaviour?

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Description

Accurate input information is the cornerstone of sound managerial decision making. Assessing the future lifetime value of customers is a key component in making accurate managerial decisions such as how to apply scarce organisation resources on retention or acquisition activities (Blattberg and Deighton, 1996). Additionally, accurate customer lifetime value (CLV) calculation can be used for effective segmentation of customers. Berger and Nasr (1998) recognised the need for an improved approac...

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Date created

11 Nov, 2021

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Cooksley, Glenn

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https://figshare.com/articles/thesis/Customer_lifetime_value_models_do_they_predict_actual_behavi...

Related subjects

Lifetime value / CLV / School: School of Marketing and International Business / 150399 Business and Management not elsewhere classified / Marsden: 359900 Other Commerce, Management, Tourism and Services / Degree Discipline: Marketing / Degree Level: Masters / Degree Name: Master of Commerce and Administration / Business and Management not elsewhere classified

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