A Joint Model of Usage and Churn in Contractual Settings

  title={A Joint Model of Usage and Churn in Contractual Settings},
  author={Eva Ascarza and Bruce G. S. Hardie},
  journal={Marketing Science},
A firms become more customer-centric, concepts such as customer equity come to the fore. Any serious attempt to quantify customer equity requires modeling techniques that can provide accurate multiperiod forecasts of customer behavior. Although a number of researchers have explored the problem of modeling customer churn in contractual settings, there is surprisingly limited research on the modeling of usage while under contract. The present work contributes to the existing literature by… CONTINUE READING
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