Section IV: Customer Analytics
In this section, customer lifetime value (CLV) is presented as the integrating metric for customer management. Chapter 10, “Customer Lifetime Value,” discusses customer profitability, and Chapter 11, “Netflix: The Customer Strikes Back,” defines CLV for a subscription business and connects it to business models and market capitalization. Chapter 12, “Retail Relay,” connects CLV to investments in customer acquisition activities. In contrast to Netflix, Retail Relay allows you to calculate CLV in a noncontractual setting. It provides you the opportunity to evaluate multiple customer acquisition activities based on results from pilot studies.
Chapter 13, “Logistic Regression,” exposes you to logistic regression to ...
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