Modelling Customers Lifetime Value For Non-Contractual Business

Due to the increasing importance placed on customer equity in today's business environment, many companies are focusing notion of loyalty and profitability increase market share. Building a successful Customer Relationship Management (CRM), company starts from identifying true value because can provide basic information spread more targeted personalized marketing. In this paper, lifetime (CLV) is used for segmentation non-contracted businesses. The results obtained study very acceptable. CLV has successfully analyzed produced fairly strong assumption about possessed by each whether they will make return transaction or not.