BTYDplus (version 1.2.0)

mbgcnbd.PAlive: (M)BG/CNBD-k P(alive)

Description

Uses (M)BG/CNBD-k model parameters and a customer's past transaction behavior to return the probability that they are still alive at the end of the calibration period.

Usage

mbgcnbd.PAlive(params, x, t.x, T.cal)
bgcnbd.PAlive(params, x, t.x, T.cal)

Arguments

params

A vector with model parameters k, r, alpha, a and b, in that order.

x

Number of repeat transactions in the calibration period T.cal, or a vector of calibration period frequencies.

t.x

Recency, i.e. length between first and last transaction during calibration period.

T.cal

Length of calibration period, or a vector of calibration period lengths.

Value

Probability that the customer is still alive at the end of the calibration period.

References

(M)BG/CNBD-k: Reutterer, T., Platzer, M., & Schroeder, N. (2020). Leveraging purchase regularity for predicting customer behavior the easy way. International Journal of Research in Marketing. 10.1016/j.ijresmar.2020.09.002

Examples

# NOT RUN {
data("groceryElog")
cbs <- elog2cbs(groceryElog)
params <- mbgcnbd.EstimateParameters(cbs)
palive <- mbgcnbd.PAlive(params, cbs$x, cbs$t.x, cbs$T.cal)
head(palive) # Probability of being alive for first 6 customers
mean(palive) # Estimated share of customers to be still alive
# }