Abstract
The prior two chapters have covered the technical aspects of Lifetime Value Modeling. But how is LTV applied in the real-world and what types of questions can LTV provide answers that traditional marketing analyses can not? This chapter will provide some answers to these questions. We will discuss how LTV models can be used in the real-world and describe some applications from the literature.
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© 2008 Springer Science+Business Media, LLC
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Blattberg, R.C., Kim, BD., Neslin, S.A. (2008). Customer Lifetime Value Applications. In: Database Marketing. International Series in Quantitative Marketing, vol 18. Springer, New York, NY. https://doi.org/10.1007/978-0-387-72579-6_7
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DOI: https://doi.org/10.1007/978-0-387-72579-6_7
Publisher Name: Springer, New York, NY
Print ISBN: 978-0-387-72578-9
Online ISBN: 978-0-387-72579-6
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