Permanent URL to this publication: http://dx.doi.org/10.5167/uzh-41306
Wieser, C; Stahl, F (2010). Customer Lifetime Value Estimation in a Multi-Product Environment. In: 39th EMAC Conference, Copenhagen, 1 June 2010 - 4 June 2010.
Models about customer lifetime value (CLV) explicitly or implicitly assume a “one-firm oneproduct” environment. We show empirically what problems occur when CLV models are used within a multi-product company. In 99.9% of the cases the summation of the product specific CLVs do not equal the directly estimated CLVs on product portfolio level. When CLVs are used to differentiate between customers, top customers on an aggregated portfolio level differ in more than 20% if estimation approaches are changed. The use of CLVs on product basis only, leads further to a systematic neglect of 30% of a firm’s true best customers.
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|Item Type:||Conference or Workshop Item (Paper), refereed, original work|
|Communities & Collections:||03 Faculty of Economics > Department of Business Administration|
|Uncontrolled Keywords:||Customer lifetime value (CLV), BG/NDB model, probability models, multi-product company|
|Event End Date:||4 June 2010|
|Deposited On:||05 Jan 2011 17:20|
|Last Modified:||09 Jul 2012 04:34|
|Free access at:||Related URL. An embargo period may apply.|
|Related URLs:||http://www.emac2010.org (Organisation)|
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