Recommendation rules for an online game site based oncustomer lifetime value

In late of 1980s, when "customer-oriented" enterprises worked in competitive markets, a new paradigm entered in customer relationship management (CRM) scope that called customer lifetime value (CLV). CLV is the present value of all future profits for firms generated from a customer. CLV can be measured in different ways. According to recent researches, most of the proposed models are mathematical models, but some tools as those that data mining can be used to estimate CLV by analyzing customer information and transaction warehouses. Calculating CLV has many applications. In this study, we used CLV definition and components for customer segmentation, and based on it, making some recommendation rules in order to define marketing strategy for an online game site to develop products with regard to customer equity.