GrowingIO 增长公开课第 3 期 单艺

1. How Much Are Your Customers Worth?
2. “All Men Are Created Equal”
3. Not All Customers Are Created Equal
4. RFM
5. Customer Lifetime Value • • ! X CLV LTV • • 2000
6. CLV • • • • • •
7. 5% CLV
9. CLV • • • • • …
10. CLV = AOV * APY * Margin AOV: Average Order Value APY: Average Purchase per Year
11. ARPA: Average Revenue Per Account c: churn rate
14. Survival/Hazard Functions
15. !
16. Cox Regression Analysis
17. Estimation of Survival Function • Parametric: • • • • MLE with assumed distributions of survival time Non-Parametric: • Kaplan-Meier • Nelson-Aalen Semi-Parametric: • Cox Model • Aalen Model Python Package: lifelines, lifetimes
18. • V(t) • • •
19. CLV ...
20. Thank you GrowingIO