RFM and CLV: Using Iso-Value Curves for Customer Base Analysis
نویسندگان
چکیده
منابع مشابه
RFM and CLV: Using Iso-value Curves for Customer Base Analysis
RFM and CLV: Using Iso-value Curves for Customer Base Analysis We present a new model that links the well-known RFM (recency, frequency, monetary value) paradigm with customer lifetime value (CLV). While previous researchers have connected the two conceptually, none has presented a formal model that requires nothing more than RFM inputs to make specific lifetime value projections for a set of c...
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ژورنال
عنوان ژورنال: Journal of Marketing Research
سال: 2005
ISSN: 0022-2437,1547-7193
DOI: 10.1509/jmkr.2005.42.4.415