The Application of BG/NBD Model in Customer Base Analysis--Based on Current Deposit Customer of Commercial Bank

摘要

Deposit customers are the important asset of commercial bank. Considering the background of the current deposit business, this paper suggests a variable definition to the BG/NBD model, and implements the customer base analysis and behavior forecasting. Finally this paper gives several applications of the results of the model: 1) the calculation of customer lifetime value of the current deposit customer; 2) a segmentation method to implement the customer retention strategy; 3) suggesting the concept of active customer base, then emended the definition of the rate of acquisition and retention which can be used to evaluate the marketing campaign effect.