It is standard procedure to use short-term measures for designing customized marketing campaigns and evaluating their success. We consider the integration of customer lifetime value (CLV) thinking into the category selection problem for targeted coupons. This problem involves two primary...

Subscription programs, which offer customers access to exclusive benefits and discounts for a recurring membership fee, are experiencing a surge in popularity in the retail sector. Most new subscription programs are launched by retailers already offering their customers free loyalty programs...