Description Usage Format Examples
Demographics Data for Customer Retention (Chapter 4)
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Data frame with the following 8 variables
customer
customer number (from 1 to 500)
gender
1 if the customer is male, 0 if the customer is female
married
1 if the customer is married, 0 if the customer is not married
income
1 if income < \$30,000 2 if \$30,001 < income < \$45,000 3 if \$45,001 < income < \$60,000 4 if \$60,001 < income < \$75,000 5 if \$75,001 < income < \$90,000 6 if income > \$90,001
first_purchase
value of the first purchase made by the customer in quarter 1
loyalty
1 if the customer is a member of the loyalty program, 0 if not
sow
share-of-wallet; the percentage of purchases the customer makes from the given firm given the total amount of purchases across all firms in that category
clv
discounted value of all expected future profits, or customer lifetime value
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