Fader, Peter S.; Hardie, Bruce G. S.; Lee, Ka Lok - In: Marketing Science 24 (2005) 2, pp. 275-284
serve as an input into “lifetime value” calculations. Among the models that provide such capabilities, the Pareto/NBD … associated with parameter estimation. We develop a new model, the beta-geometric/NBD (BG/NBD), which represents a slight … variation in the behavioral “story” associated with the Pareto/NBD but is vastly easier to implement. We show, for instance, how …