BG-NBD and Gamma-Gamma for CLTV Prediction

Data preparation, analysis, and visualization.
Segmentation_and_marketing_strategy:
An e-commerce company wants to segment its customers and determine marketing strategies based on these segments.

Dataset_story: The dataset named Online Retail II contains the sales of an online retail store based in the UK between 01/12/2009 and 09/12/2011.

Variables:

• name: InvoiceNo description: Invoice number. A unique number for each transaction, starting with C if it’s a canceled transaction.
• name: StockCode description: Product code. A unique number for each product.
• name: Description description: Product name.
• name: Quantity description: Quantity of the product. Indicates how many of the products on the invoices were sold.
• name: InvoiceDate description: Invoice date and time.
• name: UnitPrice description: Product price (in pounds).
• name: CustomerID description: Unique customer number.
• name: Country description: Country name. The country where the customer resides.