MÜŞTERİ ÖMÜR DEĞERİNİN HESAPLANMASINDA MARKOV MODELLERİNİN KULLANILMASI

Anahtar Kelimeler:

Müşteri ömür değeri, Müşteri elde tutma oranı, Pazarlama stratejileri, Markov zinciri

MARKOV MODELS IN CALCULATING CLV

The paper presents a me hod of calculating customer lifetime value and finding optimal remarketing strategy basing on Markov model with short-term memory of client's activity. Furthermore, sensitivity analysis of optimal strategy is conducted for two ty pes of retention rate functional form defining transitin probabilities

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