Penalized models to estimate customer survival

In this paper we propose a novel procedure, for the estimation of semiparametric survival functions. The proposed technique adapts penalized likelihood survival models to the context of lifetime value modeling. The method extends classical Cox model by introducing a smoothing parameter that can be estimated by means of penalized maximum likelihood procedures. Markov Chain Monte Carlo methods are employed to effectively estimate such smoothing parameter, using an algorithm which combines Metropolis–Hastings and Gibbs sampling. Our proposal is contextualized and compared with conventional models, with reference to a marketing application that involves the prediction of customer’s lifetime value estimation.