Calculating Add-On Selling Equity

As with the retention equity computation, there are two ways to compute add-on selling equity. The first approach assumes that the customer and market dynamics are more static. Therefore average measures are used. The second approach is more appropriate if customer or firm behavior changes more significantly over time.

Using Average Response Rates, Margin, and Cost Data to Compute Add-On Selling Equity
Using a Survival Model to Compute Add-On Selling Equity