Using
Survival Functions A
link to the section in Retention that discusses the application
of survival functions in calculating Customer Equity™.
Survival functions are particularly useful for Customer
Equity™ analysis,
in that the future duration of current customer relationships
is not precisely known.
Acquisition
and Retention Formulas That Incorporate Marketing Mix
Variables A
set of mathematical models that link pricing and levels
of marketing spending to their effects on acquisition,
retention, and add-on selling.
