Issues and challenges in estimating customer equity — Behram Hansotia, Journal of Direct, Data and Digital Marketing Practice Vol. 7 No. 4

This paper starts by describing key applications of customer equity (CE), followed by a discussion of estimating CE using Markov chains and statistical modelling techniques. A simulation-based approach and an analytic approach are presented for the Markov chain models, and direct and components-based approaches are presented for the statistical methods. (25 pages)

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01 Apr 2006		£19.50
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