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About Size and Share of Customer Wallet
This document summarizes a research article that develops an approach to estimate a customer's total spending ("wallet") in a category and what share of that spending is with the focal firm. It does this through a technique called list augmentation, where a sample of customers are surveyed about their purchases from competitors and this external data is linked to the firm's internal customer data to build predictive models. These models can then be applied to the full customer database to estimate each customer's total category spending and the firm's share of it. The study presents three such models and applies them to data from a large U.S. bank to estimate customers' usage of 10 financial product categories and the bank's share of their business.
Detailed Information
| Author: | ['Gil Martins'] |
|---|---|
| Publication Year: | 2021 |
| Pages: | 56 |
| Language: | English |
| Format: | |
| Price: | FREE |
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