• Heuristics in Managerial Practice
  • Stochastic Customer Base Analysis
  • Models
  • Pareto/NBD
  • BG/NBD
  • Data
  • Analysis
  • Parameter Estimation
  • Determining Active and Inactive Customers
  • Predicting Future Purchase Levels
  • Identifying Future Best Customers
  • Discussion
  • Summary of Findings
  • Managerial Implications
  • Limitations and Further Research
  • Conclusion
  • REFERENCES