個人化馬可夫鏈模型在顧客價值遷徙路徑之分析
Other Title
Customer Value Migration Analysis: Markov Chain Model
Date Issued
2006
Date
2006
Author(s)
DOI
932416H002008
Abstract
Database Marketing is a requisite and efficient weapon for firms to put
one-to-one relationship marketing in practice. The major task of this practice is to
evaluate or calculate individual customer value through proper analyses of customers'
purchase history data. Conventional approaches to measuring customer value are
focused on the average value from past to present, which is less helpful to firm's
growth strategy. What firms need to do is to be able to capture the migration
patterns of a customer's value in advance, in order to explore potential customers and
prevent inactive customers. This paper employs Markov chain model and
hierarchical Bayesian approach to construct individual customer's transition
probability matrix for forecasting the customer value migration process.
Subjects
Customer Value
Migration Patterns
Markov Chain Model
Hierarchical
Bayesian Approach
Bayesian Approach
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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