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Can We Predict Customer Lifetime Value?

In: Perspectives On Promotion And Database Marketing The Collected Works of Robert C Blattberg

Author

Listed:
  • 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)

Abstract

The 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

Suggested Citation

  • Edward C. Malthouse & Robert C. Blattberg, 2010. "Can We Predict Customer Lifetime Value?," World Scientific Book Chapters, in: Greg M Allenby (ed.), Perspectives On Promotion And Database Marketing The Collected Works of Robert C Blattberg, chapter 16, pages 245-259, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789814287067_0016
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    More about this item

    Keywords

    Quantitative Marketing; Tracker Model; Customer Level Data; Marketing-Mix Modeling;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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