Donkers, Bas; Verhoef, Peter; Jong, Martijn - In: Quantitative Marketing and Economics 5 (2007) 2, pp. 163-190
Customer Lifetime Value (CLV) is one of the key metrics in marketing and is considered an important segmentation base. This paper studies the capabilities of a range of models to predict CLV in the insurance industry. The simplest models can be constructed at the customer relationship level,...