From analytics to actual application: the case of Customer Lifetime Value

Whether you’re a data scientist, a marketer or a data leader, chances are that if you’ve Googled “Customer Lifetime Value”, you’ve been disappointed. I felt that too, back when I was leading CLV research in a data science team in the e-commerce domain. We went looking for state-of-the-art methods, but Google returned only basic tutorials with unrealistically manicured datasets, and marketing ‘fluff’ posts describing vague and unimaginative uses for CLV. There was nothing about the pros and cons of available methods when applied in on real world data, and with real world clients. We learned all that on our own, and now I want to share it. <a href="https://medium.com/towards-data-science/from-analytics-to-actual-application-the-case-of-customer-lifetime-value-91e482561c21">Read More</a>