The Pareto/NBD model is one of the best-known models in customer base analysis. Extant literature has brought up three different Markov Chain Monte Carlo (MCMC) procedures for parameter estimation of this model. Nevertheless, three main research gaps remain. Firstly, the issue of hyper parameter...

This study conducts a dynamic rolling comparison between the Pareto/NBD model (parametric model) and machine learning algorithms (observation-driven models) in customer base analysis, which the literature has not comprehensively investigated before. The aim is to find the comparative edge of...

The purpose of the paper is to define and measure the customer engagement as a forming element of the relationship marketing theory. In the first part of the paper, the authors review the marketing literature regarding the concept of customer engagement and summarize the main models for...

Purpose – The current research aims to explore variables that explain the differences in online reviewers' behavior. Design/methodology/approach – The authors' panel dataset is compiled from Amazon.com's book section and uses publicly available information about reviewers in combination with...

Purpose This paper aims to extend the known boundary conditions of the negative binomial distribution (NBD) model, and to test the applicability of conditional trend analysis (CTA) – a key method to identify whether changes in overall sales are accounted for by previous non-buyers, light...