Article ID: | iaor20061185 |
Country: | United States |
Volume: | 24 |
Issue: | 2 |
Start Page Number: | 275 |
End Page Number: | 284 |
Publication Date: | Mar 2005 |
Journal: | Marketing Science |
Authors: | Fader Peter S., Hardie Bruce G.S., Lee Ka Lok |
Keywords: | forecasting: applications, marketing |
Today's managers are very interested in predicting the future purchasing patterns of their customers, which can then serve as an input into “lifetime value” calculations. Among the models that provide such capabilities, the Pareto/NBD “counting your customers” framework proposed by Schmittlein