Bayesian network classifiers for identifying the slope of the customer lifecycle of long-life customers

Undoubtedly, Customer Relationship Management (CRM) has gained its importance through the statement that acquiring a new customer is several times more costly than retaining and selling additional products to existing customers. Consequently, marketing practitioners are currently often focusing on retaining customers for as long as possible. However, recent findings in relationship marketing literature have shown that large differences exist within the group of long-life customers in terms of spending and spending evolution. Therefore, this paper focuses on introducing a measure of a customer’s future spending evolution that might improve relationship marketing decision making. In this study, from a marketing point of view, we focus on predicting whether a newly acquired customer will increase or decrease his/her future spending from initial purchase information. This is essentially a classification task. The main contribution of this study lies in comparing and evaluating several Bayesian network classifiers with statistical and other artificial intelligence techniques for the purpose of classifying customers in the binary classification problem at hand. Certain Bayesian network classifiers have been recently proposed in the artificial