CLVTools vs Lucidly

CLVTools is a free, GPL-3-licensed R package for probabilistic customer attrition modeling when purchases are not governed by contracts. It implements Pareto/NBD, BG/NBD, Gamma/Gompertz/NBD, and Gamma/Gamma models. Using transaction histories with customer IDs and purchase dates, plus prices in its example data, it predicts individual customer behavior such as expected future transactions and the probability that a customer remains active. Forecast horizons can be configured, supporting predictive customer lifetime value work, cohort analysis, and customer segmentation. Time-invariant covariates work across the models, while some models accept time-varying covariates. Extensions include correlated purchase and attrition processes, L2 regularization, and equality constraints for contextual-factor parameters. Stable installation is available from CRAN; a development version uses GitHub and devtools. Linux, macOS, and Windows are supported, though compiling from source requires the external GNU GSL C++ library. Documentation includes a walkthrough, reference manual, and vignettes.

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