Journal of Marketing Analytics

, Volume 3, Issue 3, pp 147–158 | Cite as

Stickiness: The value of saved money

Original Article


A new metric of the quality of a savings product, from the perspective of a bank, is introduced. This is the stickiness of a dollar, the average time a random deposited dollar remains with the bank. A practical algorithm for calculating stickiness is deduced and theoretical properties of the metric are derived. Stickiness is a metric that can be applied both at the aggregate and at the individual level. Examples are given from a bank with branches in different countries. With these examples it is shown that stickiness has some desirable properties: (1) stickiness at the individual level positively correlates with stickiness at the aggregate level; (2) stickiness increases with time, but slower than at a linear rate and (3) at the individual level stickiness in the future can be predicted by stickiness in the past. As a consequence, stickiness can be regarded as a stable customer variable. It is, therefore sensible to characterize demographic groups, e.g. stickiness increases with age, and to use it as active or descriptive variable for customer segments. An example is given of a new product that is relatively sticky.


loyalty saving account lifetime customer value asset value 


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2015

Authors and Affiliations

  1. 1.SixtatLeidschendamThe Netherlands

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