MARKOV MODELS IN CALCULATING CLV

Öz

The  paper  presents  a  me hod  of  calculating  customer  lifetime  value and  finding optimal remarketing  strategy  basing on Markov model  with  short-term memory of  client's activity. Furthermore, sensitivity analysis of optimal strategy is conducted for two ty pes of retention rate functional form defining transitin probabilities

Anahtar Kelimeler

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MÜŞTERİ ÖMÜR DEĞERİNİN HESAPLANMASINDA MARKOV MODELLERİNİN KULLANILMASI

Öz

Anahtar Kelimeler

• Müşteri ömür değeri, Müşteri elde tutma oranı, Pazarlama stratejileri, Markov zinciri

Kaynakça

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