Buy Till you Die

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The Buy Till You Die (BTYD) class of statistical models are designed to capture the behavioral characteristics of non-contractual customers, or when the company is not able to directly observe when a customer stops being a customer of a brand.[1] The goal is typically to model and forecast customer lifetime value.

BTYD models all jointly model two processes: (1) a repeat purchase process, that explains how frequently customers make purchases while they are still "alive"; and (2) a dropout process, which models how likely a customer is to churn in any given time period.[2][3]

Common versions of the BTYD model include:

The concept was firstly introduced in 1987, in an article in Management Science,[4] which concerns on counting and identifying those customers who are still active.


  1. ^ McCarthy, Daniel. "Buy 'Til You Die - A Walkthrough" (PDF). Buy ’Til You Die - A Walkthrough. Retrieved 21 March 2019.
  2. ^ a b c Fader; et al. (Spring 2005). ""Counting Your Customers" the Easy Way: An Alternative to the Pareto/NBD Model" (PDF). Marketing Science. 24 (2): 275–284. doi:10.1287/mksc.1040.0098. Retrieved 21 March 2019.
  3. ^ Fader; et al. (November–December 2010). "Customer-Base Analysis in a Discrete-Time Noncontractual Setting" (PDF). Marketing Science. 29 (6): 1086–1108. doi:10.1287/mksc.1100.0580. Retrieved 21 March 2019.
  4. ^ Schmittlein, David; Morrison, Donald; Colombo, Richard. "Counting Your Customers: Who-Are They and What Will They Do Next?". Management Science. 33 (1): 1–24. doi:10.1287/mnsc.33.1.1.