The Application of BG/NBD Model in Customer Base Analysis--Based on Current Deposit Customer of Commercial Bank
Deposit customers are the important asset of commercial bank. Considering the background of the current deposit business, this paper suggests a variable definition to the BG/NBD model, and implements the customer base analysis and behavior forecasting. Finally this paper gives several applications of the results of the model: 1) the calculation of customer lifetime value of the current deposit customer; 2) a segmentation method to implement the customer retention strategy; 3) suggesting the concept of active customer base, then emended the definition of the rate of acquisition and retention which can be used to evaluate the marketing campaign effect.
BG/NBD model Rate of Activity CLV Customer Segmentation Active Customer Base
Chunqing Li Linlin Fan Zhian Zhu
School of Economics and Management, Xi’ an Technological University, China
国际会议
The Ninth Wuhan International Conference on E-Business(第九届武汉电子商务国际会议)
武汉
英文
2572-2577
2010-05-29（万方平台首次上网日期，不代表论文的发表时间）