Predicting Consumer Behaviour: Machine Learning Meets Customer Lifetime Value
As retailers strive to make more and better use of customer-level data, they are starting to rely on emerging methods like machine learning, combining them with established methods like customer lifetime value. While both approaches are valuable, there is confusion about when and how to use each one. Using real-world examples, this presentation will lay out a vision for the most effective way brands and retailers can integrate these techniques to make the best data-driven decisions.
Peter Fader, Professor of Marketing, The Wharton School