Customer Relationship Management (CRM)

The settings in SAP BW that are used to predict, on the basis of historic data about a customer segment (such as profit per customer, customer retention rate, and customer lifetime value (CLTV)), how that customer segment is likely to develop.

CLTV modeling encompasses

• The CLTV model, in which the historic data is determined automatically or entered manually, and

• The CLTV prediction, used to predict future behavior on the basis of a CLTV model.