publication . Preprint . 2004

Synthèse des approches probabilistes de la Life Time Value et premières propositions d'extension

Herbert Castéran;
Open Access
  • Published: 01 Dec 2004
Abstract
La recherche marketing s’est longtemps caractérisée par son approche statique des comportements et attitudes des clientèles. Elle offre classiquement une analyse de ceux-ci pouvant conduire, dans les meilleurs cas, à une segmentation des publics. Toutefois elle éprouve des difficultés à se situer dans des approches résolument dynamiques. Audelà de méthodes sans réel fondement, la principale option retenue, pour ce faire, est celle des modèles économétriques (modèles de choix discrets, modèles dynamiques…). D’un autre côté, le développement des systèmes de stockage des données (et donc de l’information client), notamment dans le secteur de la VPC, permettait d’en...
Subjects
free text keywords: Probabilité, Time Life Value
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