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arXiv 2304.03038cs.LGq-fin.ST
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零售银行业中的客户终身价值建模

Modelling customer lifetime-value in the retail banking industry

NatWest Group(国民西敏寺银行集团);UCL(伦敦大学学院)

Greig Cowan, Salvatore Mercuri, Raad Khraishi

AI总结:

针对零售银行业客户终身价值估计依赖简单启发式的问题,提出一种支持任意时间跨度预测和基于产品倾向性模型的通用框架,实际应用使样本外预测误差降低43%,高倾向客户购买率提升3.2倍。

摘要:

理解客户终身价值是培养长期客户关系的关键,然而对其进行估计绝非易事。在零售银行业,常用的方法依赖于简单的启发式规则,并未利用现代机器学习技术的高预测能力。我们提出了一个用于建模客户终身价值的通用框架,该框架可应用于具有长期合同和以产品为中心的客户关系的行业,零售银行业即是其中一例。该框架的新颖之处在于能够支持在任意时间跨度上进行 CLV 预测以及基于产品的倾向性模型。我们还详细介绍了该模型的一个实现,目前已在一家英国大型贷款机构投入生产。在测试中,相对于一种流行的基线方法,我们估计样本外 CLV 预测误差降低了 43%。从我们的 CLV 模型得出的倾向性模型已被用于支持客户联系营销活动。在测试中,我们观察到按购买投资产品的倾向性排名前 10% 的客户,在未来一年内购买投资产品的可能性是随机选择客户的 3.2 倍。

英文摘要:

Understanding customer lifetime value is key to nurturing long-term customer relationships, however, estimating it is far from straightforward. In the retail banking industry, commonly used approaches rely on simple heuristics and do not take advantage of the high predictive ability of modern machine learning techniques. We present a general framework for modelling customer lifetime value which may be applied to industries with long-lasting contractual and product-centric customer relationships, of which retail banking is an example. This framework is novel in facilitating CLV predictions over arbitrary time horizons and product-based propensity models. We also detail an implementation of this model which is currently in production at a large UK lender. In testing, we estimate an 43% improvement in out-of-time CLV prediction error relative to a popular baseline approach. Propensity models derived from our CLV model have been used to support customer contact marketing campaigns. In testing, we saw that the top 10% of customers ranked by their propensity to take up investment products were 3.2 times more likely to take up an investment product in the next year than a customer chosen at random.

机构、总结、中文摘要均由AI分析而来,可能存在错误,请以论文正文为准。

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