RFM and CLV: Using Iso-Value Curves for Customer Base Analysis
RFM and CLV: Using Iso-Value Curves for Customer Base Analysis
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DOI：
10.1509/jmkr.2005.42.4.415
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发表时间：
2005-11
影响因子：
6.1
通讯作者：
P. Fader;Bruce G. S. Hardie;Ka Lok Lee
中科院分区：
文献类型：
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作者：
P. Fader;Bruce G. S. Hardie;Ka Lok Lee
作者提出了一个新的模型，连接著名的RFM（近度，频率和货币价值）范式与客户终身价值（CLV）。虽然以前的研究人员已经建立了一个概念上的联系，但没有一个人提出一个正式的模型，一个有充分依据的行为“故事”。这种分析的关键是“等值”曲线的概念，它使具有不同购买历史但未来估值相似的个人客户能够分组。等值曲线使RFM测量和CLV之间的相互作用和权衡变得容易可视化。随机模型基于Pareto/NBD框架来捕获随时间推移的交易流和用于每笔交易花费的gamma-gamma子模型。作者进行了几个holdout测试，以证明该模型的基本组成部分的有效性，然后用它来估计在线音乐网站CDNOW的一组新客户的总CLV。最后，作者讨论了更广泛的问题和机会，在实际实践中应用这一模式。
The authors present a new model that links the well-known RFM (recency, frequency, and monetary value) paradigm with customer lifetime value (CLV). Although previous researchers have made a conceptual link, none has presented a formal model with a well-grounded behavioral ”story.” Key to this analysis is the notion of ”iso-value” curves, which enable the grouping of individual customers who have different purchasing histories but similar future valuations. Iso-value curves make it easy to visualize the interactions and trade-offs among the RFM measures and CLV. The stochastic model is based on the Pareto/NBD framework to capture the flow of transactions over time and a gamma-gamma submodel for spend per transaction. The authors conduct several holdout tests to demonstrate the validity of the model's underlying components and then use it to estimate the total CLV for a cohort of new customers of the online music site CDNOW. Finally, the authors discuss broader issues and opportunities in the application of this model in actual practice.