Modelling Customer Lifetime Value in the Retail Banking Industry

Abstract: This thesis was conducted in cooperation with the Swedish bank SEB, who expressed interest in getting an increased understanding of how the marketing measure Customer Lifetime Value could be implemented and used in the retail banking industry. Accordingly, the purpose of this thesis was to provide insight into how Customer Lifetime Value could be modelled in an appropriate way in the retail banking industry and provide an increased understanding of necessary considerations for the modelling process. First, performance requirements for models of Customer Lifetime Value in the retail banking industry were identified through literary analysis and interviews with SEB. These requirements were then used to evaluate six general modelling approaches: RFM, Probability, Econometric, Persistance, Diffusion/Growth and Computer science. Based on the evaluation, the computer science approach and the econometric approach were identified as suitable for further investigation. This was achieved by implementing and analysing the performance of two models chosen as examples of respective approach. Specifically, a computer science model based on the \textit{random forest} algorithm and an econometric model based on \textit{Markov chains} were chosen. The results indicate that both approaches could be appropriate for the retail banking industry, but that an econometric approach could have the advantage of higher interpretability while a computer science approach can have the advantage of higher predictive accuracy.  In conclusion, the results indicate that the specific considerations and performance requirements for models of Customer Lifetime Value in the retail banking context should be based on a specific use case and area of business application. However, the discussions, considerations and examples of implementations provided in this thesis could serve as a foundation for future research and model development in this context.