Customer Lifetime Value Model Using Segment-Based Survival Analysis Chun, Heui-Ju;
Customer Lifetime or Customer Lifetime Value is a essential metric of differentiated CRM marketing and differentiated marketing strategy as a company core competency. However, customer lifetime used in companies is easily obtained from a confined simple customer attrition rate at some specific time point regardless of customer characteristics. In this study, in order to overcome the constraints of previous simple methods and to make practical use of it in industries, we suggest a method that estimates a customer lifetime using a customer segment based survival analysis with the censored data of customers; in addition, we apply this method to A mobile telecom company data. A method using customer segment based survival analysis is suggested in this study 1) includes all customers having different subscription dates, 2) reduces individual error, 3) can reflect trends after the observed time point and is more realistic.
강현철, 한상태, 신혜림 (2003). 데이터마이닝 기법을 이용한 고객생애가치 측정모형 개발, Journal of the Korean Data Analysis Society, 5, 927-936.
이재원, 박미라,유한나(2007). <생명과학연구를 위한 통계적 방법>,자유아카데미.
전희주(2008). 고객 로열티스코어 모델 개발, <응용통계연구>, 21, 211-219.
조용준, 허준 (2006). 고객가치모형별 마케팅전략: 백화점 화장품 고객을 중심으로, Journal of the Korean Data Analysis Society, 8, 335-348
Cox, D. R. (1972). Regression models and life tables, Journal of Royal Statistical Society, Series B, 34, 187-220.
Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., Ravishanker, N. and Sriram, S. (2006). Modeling customer lifetime value, Journal of Service Research, 9, 139-155.
Gupta, S., Lehmann, D. R. and Stuart, A. S. (2004). Valuing customers, Journal of Marketing Research, 41, 9-24.
Helsen, K. and Schmittlein, D. C. (1993). Analyzing duration times in marketing: Evidence for the effectiveness of hazard rate models, Marketing Science, 11, 395-414.
Hoekstra, J. C. and Huizingh, E. K. R. E. (1999). The lifetime value concept in customer-based marketing, Journal of Market Focused Management, 3, 257-274.
Jain, D. and Singh, S. (2002). Customer lifetime value research in marketing: A review and future directions, Journal of Interactive Marketing, 16, 34-46.
Reichheld, P. F. (1996). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value, Harvard Business School Press
Reinartz, W. and Kumar, V. (2003). The impact of customer relationship characteristics on profitable lifetime duration, Journal of Marketing, 67, 77-99.
Rosset, S., Neumann, E., Eick, U. and Vatnik, N. (2003). Customer lifetime value models for decision support, Data Mining and Knowledge Discovery, 7, 321-339.
Rosset, S., Neumann, E., Eick, U., Vatnik, N. and Idan, Y. (2002). Customer lifetime value modeling and its use for customer retention planning, In Proceedings of ACM International Conference on Knowledge Discovery and Data Mining.