acquisitionRetention: Acquisition-Retention Data from Chapter 5

Description

Acquisition-Retention Data from Chapter 5

acquisitionRetention

Data frame with the following 15 variables

customer: customer number (from 1 to 500)
acquisition: 1 if the prospect was acquired, 0 otherwise
duration: number of days the customer was a customer of the firm, 0 if acquisition == 0
profit: customer lifetime value (CLV) of a given customer, -(Acq_Exp) if the customer is not acquired
acq_exp: total dollars spent on trying to acquire this prospect
ret_exp: total dollars spent on trying to retain this customer
acq_exp_sq: square of the total dollars spent on trying to acquire this prospect
ret_exp_sq: square of the total dollars spent on trying to retain this customer
freq: number of purchases the customer made during that customer's lifetime with the firm, 0 if acquisition == 0
freq_sq: square of the number of purchases the customer made during that customer's lifetime with the firm
crossbuy: number of product categories the customer purchased from during that customer's lifetime with the firm, 0 if acquisition = 0
sow: Share-of-Wallet; percentage of purchases the customer makes from the given firm given the total amount of purchases across all firms in that category
industry: 1 if the customer is in the B2B industry, 0 otherwise
revenue: annual sales revenue of the prospect's firm (in millions of dollar)
employees: number of employees in the prospect's firm

data(acquisitionRetention)
  str(acquisitionRetention)

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