Cognitive analytics management of the customer lifetime value: an artificial neural network approach
Purpose: The purpose of this study is to show that the use of CAM (cognitive analytics management) methodology is a valid tool to describe new technology implementations for businesses. Design/methodology/approach: Starting from a dataset of recipes, we were able to describe consumers through a variant of the RFM (recency, frequency and monetary value) model. It has been possible to categorize the customers into clusters and to measure their profitability thanks to the customer lifetime value (CLV).