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Contribution Details
| Type | Conference or Workshop Paper |
| Scope | Discipline-based scholarship |
| Published in Proceedings | Yes |
| Title | Customer Lifetime Value Estimation in a Multi-Product Environment |
| Organization Unit | |
| Authors |
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| Presentation Type | paper |
| Item Subtype | Original Work |
| Refereed | Yes |
| Status | Published in final form |
| Language |
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| Event Title | 39th EMAC Conference |
| Event Type | conference |
| Event Location | Copenhagen |
| Event Start Date | June 1 - 2010 |
| Event End Date | June 4 - 2010 |
| Abstract Text | Models about customer lifetime value (CLV) explicitly or implicitly assume a “one-firm oneproduct” environment. We show empirically what problems occur when CLV models are used within a multi-product company. In 99.9% of the cases the summation of the product specific CLVs do not equal the directly estimated CLVs on product portfolio level. When CLVs are used to differentiate between customers, top customers on an aggregated portfolio level differ in more than 20% if estimation approaches are changed. The use of CLVs on product basis only, leads further to a systematic neglect of 30% of a firm’s true best customers. |
| Free access at | Related URL |
| Official URL | http://www.emac2010.org |
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| Other Identification Number | merlin-id:680 |
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| Keywords | Customer lifetime value (CLV), BG/NDB model, probability models, multi-product company |