Customer Lifetime Value Archive
Database marketing has evolved over the years. Nowadays CLV (customer lifetime value) is often recommended by academics, at least for customers with predictable payments. It is a bit more challenging to know how to rank customers with less predictable payments …
Customer Lifetime Value is an important metric and it has potential to be valuable in running a wide range of companies. One thing that is useful with any approach is to say what is it for? This seems like too …
Michael Schrage tells us that customer lifetime value is a problematic measure but to me his criticisms seemed to be unreasonable. Firstly, I think he may be overegging his critique for effect. We might all have sympathy with that. You …
Lloyd Melnick has a short and snappy book on customer lifetime value (which he terms LTV). At its best this is a useful insight into the games industry. There is a lot of detail there in a very easy to …
V. Kumar is probably the most published author in marketing (strategy). He was editor of the Journal of Marketing (JM) until recently and is best known for his work in customer-based marketing analysis. In a piece in JM he outlines …
Customer Lifetime Value (CLV) is widely discussed in marketing. Unfortunately, given marketers rarely refer to anyone else’s ideas this just leads to lots of people having their own view. This means when one looks up CLV online you are very likely to get a …
Ex-Ivey PHD student and now University of Calgary professor, Charan Bagga, and I have just published an article on the teaching of CLV (Customer Lifetime Value). We surveyed the state of case-based teaching materials related to CLV and found them a pretty …
Peter Fader and Bruce Hardie are experts in understanding the value of customer relationships. They have offered advice on problems with CLV calculations, especially those taught in MBA programs. They outline five issues. Many of these are things to bear …
V Kumar (the editor of the Journal of Marketing) and student Sarang Sunder have undertaken a review of the use, and potential use, of Customer Lifetime Value (CLV) in the Consumer Packaged Goods (CPG) industry. They talk about the problems …
With Charan Bagga I have just published an article in the Sloan Management Review (see the article here). This central message is a bit cranky; it could be entitled, “annoying things that marketers do”. We highlight “…five of the best-known marketing metrics: market …
