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Keywords: Artificial neural network
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Journal Articles
A customer lifetime value model for the banking industry: a guide to marketing actions
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2014) 48 (3-4): 761–784.
Published: 08 April 2014
... – This study compares the results of the least square estimation (LSE) and artificial neural network (ANN) in order to select the best performing forecasting tool to predict the potential CLV. The performances of the models are compared by the hit ratio, which is calculated by grouping the customers as “top 20...
