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	Gamma-Gamma Spend Model	顧客生涯価値
分野	マーケティング	マーケティング
系統	Regression model	Process / pipeline
提唱年	2013	1996
提唱者	Peter S. Fader & Bruce G. S. Hardie	Robert Blattberg and John Deighton
種類	Probabilistic model of monetary value per transaction	Financial modeling methodology
原典	Fader, P. S., & Hardie, B. G. S. (2013). The Gamma-Gamma Model of Monetary Value. Technical note, www.brucehardie.com/notes/025/.	Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer Equity: Building and Managing Relationships as Assets. Harvard Business School Press. ISBN: 978-0875847191
別名	Gamma-Gamma Model, Gamma/Gamma Spend Model, Monetary Value Model, Average Transaction Value Model	CLV, LTV, Customer Value
関連	4	5
概要	The Gamma-Gamma model of monetary value is the standard companion to buy-till-you-die transaction models, estimating how much a customer spends per transaction so that purchase-count forecasts can be turned into monetary customer lifetime value. Formalized by Peter Fader and Bruce Hardie in a widely cited technical note, it assumes that each customer's individual transactions vary around their own average spend according to a gamma distribution, and that these per-customer average-spend levels themselves vary across the population according to a second gamma distribution, giving the model its name. A central assumption is that a customer's monetary value is independent of their transaction frequency, which lets the spend model be estimated and combined separately from a frequency model such as BG/NBD or Pareto/NBD. The model produces, for each customer, a Bayesian estimate of expected spend that shrinks a customer's noisy observed average toward the population mean, with more shrinkage for customers who have made fewer transactions. This guards against over-trusting the average order value of a customer seen only once or twice. The result feeds directly into the residual-lifetime-value calculation that powers customer-base analysis.	Customer Lifetime Value (CLV) is a financial metric that quantifies the total profit a company expects to generate from its relationship with a customer over the entire duration of that relationship. Developed through work by Blattberg, Getz, and Thomas in the 1990s-2000s, CLV integrates acquisition costs, purchase behavior, retention rates, and margin information to estimate the net present value of each customer.