How marketers can increase quantity of quality using customer lifetime value

(Originally posted on Medium.) Customer lifetime value has been an interest of mine for several years: cohort and survival analysis, revenue models, unit economics, and innovation through experiments. It is a fascinating space populated by smart people publishing new findings built on decades of research originating, in part, from database marketing thought leaders. But while the academic research…
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Survival analysis to understand customer retention

Survival analysis is a branch of models used in medical studies to measure time to outcomes or patient duration and other disciplines have similar techniques (e.g. duration analysis in economics). These techniques are easily translated to customer analytics: BarryAnalytics provides an introduction to the application of survival analysis in retention modeling. Most churn analyses focus…
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