An Evaluation Model of User Lifetime Value Based on Improved RFM and AHP Method

摘要

User lifetime value assessment is complex but important which requires continuous observation of users' behavior with massive time and resource consumption. To overcome the difficulty, this paper improves the RFM model to realize behavior observation and proposes an evaluation model from the perspective of market segmentation based on AHP method. Under real conditions, the model can be used to analyze the comprehensive value of users in two cities as well as the difference of regions and market segments. Results prove that proposed model performs remarkably and has practical significance for service providers.