Journals / Eskişehir Teknik Üniversitesi Bilim ve Teknoloji Dergisi B - Teorik Bilimler / 2013 / Cilt: 2 - Sayı: 2
MARKOV MODELS IN CALCULATING CLV
- Pages
- 127–142
- DOI
- —
Abstract
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