CAN WE PREDICT CUSTOMER LIFETIME VALUE?

Edward C. Malthouse and Robert C. Blattberg
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Edward C. Malthouse: Integrated Marketing Communications, Medill School of Journalism, Northwestern University, Evanston, IL, USA
Robert C. Blattberg: Kellogg School of Management, Northwestern University, USA

Chapter 16 in Perspectives on Promotion and Database Marketing:The Collected Works of Robert C Blattberg, 2010, pp 245-259 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe following sections are included:INTRODUCTIONTYPES OF MARKETING INVESTMENTSMETHODOLOGYStatistical ModelingEstimating Predictive AccuracyEMPIRICAL RESULTSDescription of OrganizationsAccuracy of Predictions20–55 and 80–15 RulesSENSITIVITY TO VARIANCE STABILIZING TRANSFORMATION AND METHOD OF ESTIMATIONMANAGERIAL IMPLICATIONSDISCUSSIONREFERENCES

Keywords: Quantitative Marketing; Tracker Model; Customer Level Data; Marketing-Mix Modeling (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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