Counting Your Customers: Who-Are They and What Will They Do Next?
Counting Your Customers: Who-Are They and What Will They Do Next?
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DOI：
10.1287/mnsc.33.1.1
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发表时间：
1987
影响因子：
5.4
通讯作者：
D. Schmittlein;D. G. Morrison;R. Colombo
中科院分区：
文献类型：
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作者：
D. Schmittlein;D. G. Morrison;R. Colombo
本文关注的是统计和识别那些仍然活跃的客户。这个问题至少在三个方面很重要：监控公司现有客户群的规模和增长率，根据试用和重复购买的模式评估新产品的成功，以及针对一小群客户进行广告和促销。我们根据客户之前交易的数量和时间开发一个模型。这种方法允许计算任何特定客户仍然活跃的概率。使用几个数值例子来说明该模型的应用。
This article is concerned with counting and identifying those customers who are still active. The issue is important in at least three settings: monitoring the size and growth rate of a firm's ongoing customer base, evaluating a new product's success based on the pattern of trial and repeat purchases, and targeting a subgroup of customers for advertising and promotions. We develop a model based on the number and timing of the customers' previous transactions. This approach allows computation of the probability that any particular customer is still active. Several numerical examples are used to illustrate applications of the model.