acquisitionRetention {SMCRM}

Acquisition-Retention Data from Chapter 5

Description

Acquisition-Retention Data from Chapter 5

Usage

  acquisitionRetention

Format

Data frame with the following 15 variables

customer

customer number (from 1 to 500)

acquisition

1 if the prospect was acquired, 0 otherwise

duration

number of days the customer was a customer of the firm, 0 if acquisition == 0

profit

customer lifetime value (CLV) of a given customer, -(Acq_Exp) if the customer is not acquired

acq_exp

total dollars spent on trying to acquire this prospect

ret_exp

total dollars spent on trying to retain this customer

acq_exp_sq

square of the total dollars spent on trying to acquire this prospect

ret_exp_sq

square of the total dollars spent on trying to retain this customer

freq

number of purchases the customer made during that customer's lifetime with the firm, 0 if acquisition == 0

freq_sq

square of the number of purchases the customer made during that customer's lifetime with the firm

crossbuy

number of product categories the customer purchased from during that customer's lifetime with the firm, 0 if acquisition = 0

sow

Share-of-Wallet; percentage of purchases the customer makes from the given firm given the total amount of purchases across all firms in that category

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

Examples

data(acquisitionRetention)
  str(acquisitionRetention)