BTYDplus - Probabilistic Models for Assessing and Predicting your Customer Base

Provides advanced statistical methods to describe and predict customers' purchase behavior in a non-contractual setting. It uses historic transaction records to fit a probabilistic model, which then allows to compute quantities of managerial interest on a cohort- as well as on a customer level (Customer Lifetime Value, Customer Equity, P(alive), etc.). This package complements the BTYD package by providing several additional buy-till-you-die models, that have been published in the marketing literature, but whose implementation are complex and non-trivial. These models are: NBD [Ehrenberg (1959) <doi:10.2307/2985810>], MBG/NBD [Batislam et al (2007) <doi:10.1016/j.ijresmar.2006.12.005>], (M)BG/CNBD-k [Reutterer et al (2020) <doi:10.1016/j.ijresmar.2020.09.002>], Pareto/NBD (HB) [Abe (2009) <doi:10.1287/mksc.1090.0502>] and Pareto/GGG [Platzer and Reutterer (2016) <doi:10.1287/mksc.2015.0963>].