This post is one in a series in which I attempt to summarize into actionable steps parts of the substantial body of work by Peter Fader, Bruce Hardie, et. al. in the analysis of customer bases. The relevant source papers are referenced at the end of the post. The details of the statistical models are deliberately excluded from this summary but can be reference in the source papers.
In this post, we will focus on the top left quadrant of the Fader/Hardie customer relationship map (as I will refer to it) . [Read more…]