Modeling Customer Lifetime Value
回顾了多种可实施的客户终身价值模型，这些模型有助于市场细分以及营销资源在客户获取、保留和交叉销售中的分配，并总结了实证见解和研究议程。
As modern economies become predominantly service-based, companies increasingly derive revenue from the creation and sustenance of long-term relationships with their customers. In such an environment, marketing serves the purpose of maximizing customer lifetime value (CLV) and customer equity, which is the sum of the lifetime values of the company’s customers. This article reviews a number of implementable CLV models that are useful for market segmentation and the allocation of marketing resources for acquisition, retention, and cross-selling. The authors review several empirical insights that were obtained from these models and conclude with an agenda of areas that are in need of further research.