Hajime Takeda
Hajime is a data professional with five years of expertise in marketing, retail, and eCommerce, working across Japan and the United States.
As a Data Analyst at Procter and Gamble and MIKI HOUSE Americas, Hajime has led data-driven strategy formulation and implemented technology initiatives such as e-commerce expansion, advertising optimization, and the identification of growth opportunities.
Sessions
The Customer Lifetime Value(CLV) model is one of the major techniques of customer analytics and it helps companies to identify who valuable customers are. A high CLV indicates customers who deserve more marketing resources. If the company overlooks CLV, it might invest more in short-term customers who buy just once.
To predict future CLV, we encounter sub-problems like forecasting the time until a customer's next purchase (“Buy Till You Die” modeling) and the probability of a customer's churn (Survival Analysis).
Recently, PyMC-Marketing was released and, it's becoming more feasible to implement these models with the Bayesian approach.
In this talk, I will show the key concepts of CLV prediction, its demonstration using Pymc-marketing, and practical tips.