A tutorial on survival analysis models in marketing
Survival analysis models have been used in healthcare for a long time. In this tutorial, attendees will earn about the use of statistical concepts behind survival analysis and implement a real-world application of these methods in R in the area of marketing and business analytics to understand the customer attrition and life-time value.
Outline/Structure of the Tutorial
1. Present concept of survival analysis
2. Present concept of life time value
3. Demonstrate how survival analysis is used in healthcare and translated to marketing in R
Marketing managers and data scientists will be able to identify when customers will switch brands or will have attrition as well as how to derive value from them.
Marketing and Data Science Professionals
Prerequisites for Attendees
Basic Statistical concepts
R basic knowledge