Fader, Peter S.; Hardie, Bruce G. S.; Lee, Ka Lok - In: Marketing Science 24 (2005) 2, pp. 275-284
Today’s managers are very interested in predicting the future purchasing patterns of their customers, which can then serve as an input into “lifetime value” calculations. Among the models that provide such capabilities, the Pareto/NBD “counting your customers” framework proposed by...
