Marketing Analytics, Customer Lifetime Value, K Means Clustering, Probabilistic Models, Data Science.
testing the BG/NBD model First, we must split our dataset into calibration and observation (holdout). The first period will be used to fit the model, and the second period will be used to test the model. In the dataset, we have 373 days; we will use 192 days to fit the model and 181 to test the