Master thesis | Statistical Science for the Life and Behavioural Sciences (MSc)
open access
This study deals with the introduction of a customer lifetime value for business customers with a focus on lifetime estimations using mobile contracts that are part of larger business contracts of...Show moreThis study deals with the introduction of a customer lifetime value for business customers with a focus on lifetime estimations using mobile contracts that are part of larger business contracts of a large Dutch telecom provider. Customer lifetime value is the total profit or loss to a company over the whole period of transactions by a customer. Business customers are defined here as firms or locations of large firms that are contracted for one or more business products of the telecom provider. Customer lifetime values are calculated of the level of mobile contracts and taken together per location afterwards. In order to calculate customer lifetime values, individual lifetime predictions and a definition of the values is needed. The lifetime predictions resemble a survival analysis that models the time from becoming contractfree until one of three possible decisions (contract renewal, product migration or contract termination) is made. Using survival estimates and semi-parametric models the overall survival is analyzed as well as the influence of characteristics of locations and companies to which the locations belong. Then, with the R package mstate competing risks models are applied to model the time to each decision while taking into account the other possible decisions. Additionally, lifetime estimations that result from the competing risks models are updated, whereby the survival analysis starts several months after becoming contract-free. Results show that approximately 25% of the decisions have been made at the start of the study. The duration of mobile contracts and ownership of a business internet product or a mobile internet product next to the mobile contract discriminate most between the occurance of the decisions. Furthermore, results of the competing risks models show that probabilities of making any decision attenuate over time. This is confirmed with a fictional product offer on both the levels of the mobile contract and business customers. The customer lifetime value as described here is a useful metric for the telecom provider to make customer selections and, after applying it to other business products, it could be used to discriminate between product offers.Show less
