In customer‐oriented systems, customer lifetime value (CLV) has been of significant importance for academia and marketing practitioners, especially within the scope of analytical modeling. CLV is a critical approach to managing and organizing a company's profitability. With the vast availability of consumer data, business analytics (BA) tools and approaches, alongside CLV models, have been applied to gain deeper insights into customer behaviors and decision‐making processes. Despite the recognized importance of CLV, there is a noticeable gap in comprehensive analyses and reviews of BA techniques applied to CLV. This study aims to fill this gap by conducting a thorough survey of the state‐of‐the‐art investigations on CLV models integrated with BA approaches, thereby contributing to a research agenda in this field. The review methodology consists of three main steps: identification of relevant studies, creating a coding plan, and ensuring coding reliability. First, relevant studies were identified using predefined keywords. Next, a coding plan—one of the study's significant contributions—was developed to evaluate these studies comprehensively. Finally, the coding plan's reliability was tested by three experts before being applied to the selected studies. Additionally, specific evaluation criteria in the coding plan were implemented to introduce new insights. This study presents exciting and valuable results from various perspectives, providing a crucial reference for academic researchers and marketing practitioners interested in the intersection of BA and CLV.

中文翻译：

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客户生命周期价值中的业务分析：概述分析


在以客户为导向的系统中，客户生命周期价值 （CLV） 对于学术界和营销从业者来说非常重要，尤其是在分析建模的范围内。CLV 是管理和组织公司盈利能力的关键方法。随着消费者数据的大量可用性，业务分析 （BA） 工具和方法以及 CLV 模型已被应用于更深入地了解客户行为和决策过程。尽管 CLV 的重要性已得到认可，但在对应用于 CLV 的 BA 技术的综合分析和审查方面存在明显差距。本研究旨在通过对与 BA 方法相结合的 CLV 模型的最新调查进行全面调查来填补这一空白，从而为该领域的研究议程做出贡献。综述方法包括三个主要步骤：确定相关研究、制定编码计划和确保编码可靠性。首先，使用预定义的关键词确定相关研究。接下来，制定了编码计划（该研究的重要贡献之一）来全面评估这些研究。最后，在应用于选定的研究之前，三位专家对编码计划的可靠性进行了测试。此外，还实施了编码计划中的具体评估标准，以引入新的见解。本研究从各个角度展示了令人兴奋和有价值的结果，为对 BA 和 CLV 的交叉点感兴趣的学术研究人员和营销从业者提供了重要的参考。