- Anadolu Üniversitesi Bilim Ve Teknoloji Dergisi - B Teorik Bilimler
- Vol: 2 Issue: 2
- MARKOV MODELS IN CALCULATING CLV
MARKOV MODELS IN CALCULATING CLV
Authors : Anna Decewicz
Pages : 127-142
View : 26 | Download : 6
Publication Date : 2015-05-05
Article Type : Research
Abstract :T h e paper p resents a me hod of ca l culating c u stomer life t i me value and findi n g o p t i mal re m ark e ting strategy bas i ng o n Mar k ov m odel wi t h short-t e r m m e m o ry of clien t 's activi t y . Furthe r m ore, sensitivity anal y s i s of o p tim a l strategy i s conduc t ed for two ty p es of ret e n tion rate functi o n al fo r m defi n ing t r ansitin probabili t iesKeywords : Müşteri ömür değeri, Müşteri elde tutma oranı, Pazarlama stratejileri, Markov zinciri