Airbnb 如何衡量房源生命周期价值

A deep dive on the framework that lets us identify the most valuable listings for our guests.

深入探讨让我们能够识别出对我们的客人最有价值的列表的框架。

By: Carlos Sanchez-Martinez, Sean O’Donnell, Lo-Hua Yuan, Yunshan Zhu

作者： Carlos Sanchez-Martinez, Sean O’Donnell, Lo-Hua Yuan, Yunshan Zhu

At Airbnb, we always strive to provide our community with the best experience. To do so, it’s important to understand what kinds of accommodation listings are valuable to our guests. We achieve this by calculating and using estimates of listing lifetime value. These estimates not only allow us to identify which types of listings resonate best with guests, but also help us develop resources and recommendations for hosts to increase the value driven by their listings.

在Airbnb，我们始终努力为我们的社区提供最佳体验。为此，了解哪些类型的住宿房源对我们的客人有价值是很重要的。我们通过计算和使用房源生命周期价值的估计来实现这一目标。这些估计不仅使我们能够识别哪些类型的房源最能引起客人的共鸣，还帮助我们为房东开发资源和建议，以增加他们房源所驱动的价值。

Most of the existing literature on lifetime value focuses on traditional sales channels in which a single seller transacts with many buyers (e.g. a retailer selling clothing to a customer). In contrast, this blog post explains how we model lifetime value in a platform like Airbnb, with multiple sellers and buyers. In the first section, we describe our general listings lifetime value framework. In the second section, we discuss relevant challenges when putting this framework into practice.

现有的大多数关于生命周期价值的文献集中在传统销售渠道上，其中单一卖家与多个买家进行交易（例如，零售商向顾客销售服装）。相比之下，本文解释了我们如何在像Airbnb这样的平台上建模生命周期价值，其中有多个卖家和买家。在第一部分中，我们描述了我们的通用列表生命周期价值框架。在第二部分中，我们讨论了在实践中实施该框架时面临的相关挑战。

Our Listing Lifetime Value Framework

我们的房源生命周期价值框架

Our listing lifetime value (LTV) framework estimates three different quantities of interest: baseline LTV, incremental LTV, and marketing-induced incremental LTV.

我们的列表生命周期价值 (LTV) 框架估算三个不同的关注量：基线 LTV、增量 LTV 和市场营销引起的增量 LTV。

(1) Baseline LTV

(1) 基线 LTV

To measure LTV, we need to define what we mean by “value” and what time horizon constitutes a “lifetime.” Simplifying slightly for the purposes of this blog post, we define and estimate our baseline listing L...