Toward an Individual Customer Profitability Model
Toward an Individual Customer Profitability Model
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迈向个人客户盈利模式
DOI：
10.1177/1094670502005001007
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发表时间：
2002
影响因子：
12.4
通讯作者：
C. Humby
中科院分区：
文献类型：
--
作者：
B. Libai;Das Narayandas;C. Humby
虽然大多数已发表的客户终身价值模型侧重于战略层面的营销决策，但管理者也需要能够为个别客户做出资源分配决策的模型。学者和管理人员的一个常见误解是，有必要使用个人层面的客户盈利模型来做出这样的决定。本文认为，基于细分市场的客户盈利能力分析方法可以合理地替代个人模型。所提出的基于随机段的方法保留了与个体级别分析相关的可操作信息，同时也保持了更多聚合级别模型的简单性。在这篇文章中，作者开发了这样一个基于细分市场的客户盈利能力评估，然后简要描述了一个成功使用这种方法管理其客户基础的欧洲主要零售商的例子。最后，对随机顾客资产模型的未来研究方向进行了展望。
Although most published customer lifetime value models focus on strategic-level marketing decisions, managers also need models that enable them to make resource allocation decisions for individual customers. A common misperception among scholars and managers is that it is necessary to use individual-level customer profitability models to make such decisions. This article argues that a segment-based approach to customer profitability analysis can be a reasonable alternative to an individual model. The proposed stochastic segment-based approach retains the actionable information associated with individual-level analysis while also maintaining the simplicity of the more aggregate-level models. In this article, the authors develop such a segment-based assessment of customer profitability and then briefly describe an example of a major European retailer that successfully uses the approach to manage its customer base. Directions for future research in the area of stochastic customer equity modeling are also discussed.