Description Usage Format Examples
Acquisition-Retention Data from Chapter 5
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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
1 2 |
'data.frame': 500 obs. of 15 variables:
$ customer : num 1 2 3 4 5 6 7 8 9 10 ...
$ acquisition: num 1 1 1 0 1 1 1 1 0 0 ...
$ duration : num 1635 1039 1288 0 1631 ...
$ profit : num 6134 3524 4081 -638 5446 ...
$ acq_exp : num 694 460 249 638 589 ...
$ ret_exp : num 972 450 805 0 920 ...
$ acq_exp_sq : num 480998 211628 62016 407644 346897 ...
$ ret_exp_sq : num 943929 202077 648089 0 846106 ...
$ freq : num 6 11 21 0 2 7 15 13 0 0 ...
$ freq_sq : num 36 121 441 0 4 49 225 169 0 0 ...
$ crossbuy : num 5 6 6 0 9 4 5 5 0 0 ...
$ sow : num 95 22 90 0 80 48 51 23 0 0 ...
$ industry : num 1 0 0 0 0 1 0 1 0 1 ...
$ revenue : num 47.2 45.1 29.1 40.6 48.7 ...
$ employees : num 898 686 1423 181 631 ...
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