customerAcquisition: Customer Acquisition Data from Chapter 3

Description

Customer Acquisition Data from Chapter 3

customerAcquisition

Data frame with the following 17 variables

customer: customer number (from 1 to 500)
acquisition: 1 if the prospect was acquired, 0 otherwise
first_purchase: dollar value of the first purchase (0 if the customer was not acquired)
clv: the predicted customer lifetime value score. It is 0 if the prospect was not acquired or has already churned from the firm.
duration: time in days that the acquired prospect has been or was a customer, right-censored at 730 days
censor: 1 if the customer was still a customer at the end of the observation window, 0 otherwise
acq_expense: dollars spent on marketing efforts to try and acquire that prospect
acq_expense_sq: square of dollars spent on marketing efforts to try and acquire that prospect
industry: 1 if the customer is in the B2B industry, 0 otherwise
revenue: annual sales revenue of the prospect's firm (in millions of dollar)
employees: number of employees in the prospect's firm
ret_expense: dollars spent on marketing efforts to try and retain that customer
ret_expense_sq: square of dollars spent on marketing efforts to try and retain that customer
crossbuy: the number of categories the customer has purchased
frequency: the number of times the customer purchased during the observation window
frequency_sq: the square of the number of times the customer purchased during the observation window

data(customerAcquisition)
  str(customerAcquisition)

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