LTV Modeling with RFM and Pareto/NBD

Goal: model LTV with RFM and Pareto/NBD. Data: orders table + GA4 user_id mapping. Steps: 1) Derive Recency, Frequency, Monetary; 2) Fit Pareto/NBD (BG/NBD) and Gamma-Gamma for monetary; 3) Validate with holdout; 4) Tie back to channels. Output: LTV by segment and channel ROI guidance.