個別客戶忠誠度之衡量：購買率層級式貝氏統計分析預測模式之建立
Other Title
A Bayesian Approach to Estimating Expected Purchase Frequency
in Direct Marketing
in Direct Marketing
Date Issued
2000
Date
2000
Author(s)
DOI
892416H002055
Abstract
Direct marketers are often faced with the task of ranking, or scoring individual
customers in terms of their expected value to the firm. A critical element of these scoring
systems is expected frequency of customer interaction. In this paper the authors develop a
hierarchical Bayes model of purchase frequency that combines a Poisson likelihood with a
gamma mixing distribution, where is mixing distribution is a function of covariates. The
proposed model is evaluated with two direct marketing datasets, and is shown to provide
improved estimates of purchase frequency, particularly for customers with short purchase
histories or who have infrequent interaction with the firm.
Publisher
臺北市：國立臺灣大學國際企業學系暨研究所
Type
report
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