Marmol, Mage; Goyal, Anita; Copado-Mendez, Pedro Jesus; … - In: Marketing Intelligence & Planning (2021)
Purpose: For any given customer, his/her profitability for a business enterprise can be estimated by the so-called customer lifetime value (CLV). One specific goal for many enterprises consists in maximizing the aggregated CLV associated with its set of customers. To achieve this goal, a...