In response to Ansell, Harrison and Archibald on survival analysis and lifestyle segmentation Available to Purchase

The purpose of this paper is to provide a response to an article in Marketing Intelligence & Planning, Vol. 25 No. 4.

This is a commentary piece.

The paper finds that certain aspects of the practical application of a statistical model may need to be reconsidered. Marketing planners should take this discussion into account before applying the model in the same way.

Despite the questions raised, the original article and this commentary together provide the impetus for further research studies, potentially leading to a fruitful approach to the planning of “cross‐selling” initiatives.