Donald R. Lehmann and
Sunil Gupta, Directors
How much is a customer worth? This is an important question in running any
business but particularly an electronic business, where much of the revenue
comes in the form of monthly payments such a subscriptions (e.g., AOL) or in
the form of repeated transactions by return visitors (e.g., most e-tailers).
This project looks at sophisticated but simple techniques for knowing what your
customers are worth.
(PDF), by Sunil Gupta, Donald R. Lehmann and Jennifer Ames Stuart