Lifetimes Part 2: Gamma Spend Model and Financial Valuation

See here for the full iPython Notebook code.  Some of the descriptions are outdated but the code is almost the same. After getting to know what lifetimes can provide, I started applying it from a financial perspective.  I wanted to answer the most important question for Zakka Canada:  Leveraging our customer analytic models, how can I estimate the firm value that Zakka Canada is worth as of today? The rest of this post is divided into two parts: 1) modelling the monetary value of our customer base and 2) estimating the price of Zakka Canada through a simple present value cash flow valuation […]

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Lifetimes Part 1: Customer Analytics

What is Customer Analysis?   Customer analysis, being such a vague phrase, can mean a lot of different things whether that's from businesses, financial analysts or everyday ordinary people.  The work I will be drawing upon comes from Peter Fader, Bruce Hardie as well as Cameron Pilon.  The research by Fader and Hardie matches the math with the customer behavioral story.  This is often referred to as Customer Lifetime Value (CLV), Recency, Frequency, Monetary Value (RFM) or Customer Probability Models, etc. etc.  These models focus exclusively on how customers make repeat purchases over their own lifetime relationship with the company.  Cameron Pilon later transformed their work into an easily implementable […]

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