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Category: Customer Lifetime Value

Stopping Undervaluing Customers Through Measurement

Posted on April 8, 2022April 8, 2022 by neilbendle

Rob Markey at Bain has had an interesting career. He clearly has done a lot right. He is an advocate for the importance of marketing in the c-suite. As such it is welcome when he weighs in to support important ideas. In a 2020 piece in the Harvard Business Review he laid out a plan…

Lost For Good And Always A Share Markets

Posted on April 1, 2022April 1, 2022 by neilbendle

I found Barbara Bund Jackson’s book through a citation in an old article. The book seems to be now out of print. The book was published in 1985, so being out of print is understandable given it is a bit dated. The examples tend to be about what IBM did in the 60s and 70s…

Adding Customers To Ratios

Posted on March 4, 2022March 4, 2022 by neilbendle

Marc Marshing has published a short book on using customer data in financial analysis. (I am assuming it was a dissertation or similar as it is closer to a paper than a traditional book). He talks about adding customers to ratios, specifically adding a measure of customer value to the price to book ratio. This…

Customer Accounting, Thanks But

Posted on January 14, 2022January 15, 2022 by neilbendle

It is great that accountants are looking at the idea of valuing a firm through its customers. I very much welcome this. That said, I do worry that people bringing ideas from outside their field often bring back bad habits with them. (To be clear I am sure I do this when looking at non-marketing…

Barriers To Implementing CLV

Posted on January 7, 2022January 7, 2022 by neilbendle

A lot of the early work on customer lifetime value (CLV) comes from the world of direct marketing. This makes sense given an obvious use of CLV is to manage a customer base. Using CLV you can help decide who to try and acquire, what your retention efforts should be, and who might be good…

The Origins Of Customer Equity

Posted on December 31, 2021January 2, 2022 by neilbendle

Customer equity is a concept that seems to have had its day in marketing. It arose, and it seems to me somewhat went away, relatively quickly. A 1996 article on the Harvard Business Review by Robert Blattberg and John Deighton lays out the idea of managing by a customer equity test. In many ways, this…

Understanding The Value Of Customers

Posted on December 24, 2021December 24, 2021 by neilbendle

Before CLV had become a big thing in marketing strategy Francis Mulhern looked at the challenge of understanding the value of customers. There are a lot of good points in the article. Measurement Problems In Understanding The Value Of Customers One of the most obvious challenges is that the data to allow us to understand…

Customer-Based Corporate Valuation

Posted on December 17, 2021December 18, 2021 by neilbendle

I think the idea of using customer information in corporate valuation is a great one. As such, I am very receptive to work on customer-based corporate valuation. A 2005 paper in Management Decision I think well illustrates some of the challenges I have seen in this field. Lots of good ideas, some reasonable points, but…

The Right To Donate: A Critical View

Posted on October 29, 2021April 17, 2022 by neilbendle

Every now and then it’s useful to read something you have no clue what the author is talking about. I don’t mean you don’t understand the terminology or math. I mean you look at what they are saying, you register their meaning, and say, ‘huh?’ This is the reaction I got to Gordon Boyce’s ‘Valuing…

Customer Centricity And CLV

Posted on October 15, 2021October 16, 2021 by neilbendle

Peter Fader is a major figure in the study of customers. Specifically, he is closely linked to the idea of how companies value customers and focus on serving the customers that are most important to the firm. His 2019 book with Sarah E. Toms, The Customer Centricity Playbook, looks at customer centricity and CLV. The…

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