CLV小总结

引子

2021春节马上到了，2月4日开始放假，2月9号回家。在回家之前，把今年工作应用到的客户生命周期价值（CLV）理论知识总结一下，以便今后更流畅的和感兴趣的小伙伴交流。

教程部分

PNBD Part 1

相关R包

• CLVTools R package

• BTYD R package

相关文献

Fader, Peter & G. S. Hardie, Bruce & Lok Lee, Ka. (2005). “Counting Your Customers” the Easy Way: An Alternative to the Pareto/NBD Model. Marketing Science.

Fader, Peter & G. S. Hardie, Bruce (2013). The Gamma-Gamma Model of Monetary Value.

Fader, Peter S., Bruce G. S. Hardie, and Ka Lok Lee (2005), “RFM and CLV: Using Iso-value Curves for Customer Base Analysis,” Journal of Marketing Research.

相关视频

“Estimating individual Customer Lifetime Values with R: The CLVTools Package”

“The customer isn’t always right, but some customers are better than others | Peter Fader”