A German bank wants to expand its Calculation of the Customer Lifetime Value improve. Up to now, a fixed monetary value has been attributed to each customer. Now the activity of the customer is also to be taken into account.
Various data sources are brought together. Customer types are identified, which are divided into five categories using R clustering. The customer activity is integrated into the existing calculation of the customer lifetime value. The Customer Journey is shown in a Sankey diagram.
The accuracy of the customer lifetime value is increased. An interactive visualisation of the Customer Journey is provided in a D3 Sankey diagram illustrates.
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