By Topic

e-CLV: a modelling approach for customer lifetime evaluation in e-commerce domains, with an application and case study for online auctions

Sign In

Cookies must be enabled to login.After enabling cookies , please use refresh or reload or ctrl+f5 on the browser for the login options.

Formats Non-Member Member
$31 $13
Learn how you can qualify for the best price for this item!
Become an IEEE Member or Subscribe to
IEEE Xplore for exclusive pricing!
close button

puzzle piece

IEEE membership options for an individual and IEEE Xplore subscriptions for an organization offer the most affordable access to essential journal articles, conference papers, standards, eBooks, and eLearning courses.

Learn more about:

IEEE membership

IEEE Xplore subscriptions

3 Author(s)
Etzion, O. ; IBM Res. Lab., Haifa, Israel ; Fisher, A. ; Wasserkrug, S.

E-commerce companies understand that customers are their most important asset and that it is imperative to estimate the potential value of this asset. Hence, a model for calculating customer's value is essential in these domains. We describe a general modeling approach, based on Markov chain models, for calculating customer value in the e-commerce domain. This model extends existing models from the field of direct marketing, by taking into account a new set of variables required for evaluating customers value in an e-commerce environment. In addition, we present an algorithm for generating this model from historical data, as well as an application of this modeling approach for the creation of a model for online auctions. We also describe a case study that demonstrates how our model provides more accurate predictions than existing models regarding the future income generated by customers.

Published in:

e-Technology, e-Commerce and e-Service, 2004. EEE '04. 2004 IEEE International Conference on

Date of Conference:

28-31 March 2004