I am pleased to report that we have a new paper in the Journal of Interactive Marketing. My coauthors — Paul Farris, Raj Venkatesan, and Andrew Petersen — and I looked at the challenge of assessing the ROI of customers. One problem we saw was that marketers were getting misleading ROIs (returns on investment) for…
Category: Customers as Assets
Understanding And Using The Customer Asset
My new book with Shane (Xin) Wang covers the use and meaning of Customer Lifetime Value (CLV). Being clear on the nature of the customer asset allows us to understand CLV. What Value Are We Looking At? The book starts with the basics. For example, what value are we looking at when we talk of…
What Customers Are Worth
Allison Hartsoe’s book — The Age of Customer Equity — looks at customer-based strategy. She highlights examples of firms successfully using customer centric strategy. The examples are interesting and there is much to learn from the discussions. I should note that this is not an academic book. The concepts are much looser than I would…
Viewing Customers As Investments
Every now and then it is worth looking back at how earlier generations thought of marketing. (Or anything else really). There can be a lot to learn — although you often have to cope with some old-fashioned ideas and terminology. An interesting early piece is by Edward C. Bursk which was about viewing customers as…
Customer Equity Statements And Financial Reporting
Think of a brilliant move in soccer. The player shows great vision, and excellent passing. There is some fantastic build up play where lots of people are involved. The movement shows amazing promise and then someone slips and blasts the ball miles away from the goal. To my mind that is where we are in…
Role Of Customer Equity
Daniel McCarthy and Fernando Pereda have a paper on the role of customer equity in corporate valuation. It is on SSRN so a working paper and yet to be formally published, see here. Still, it has been downloaded a lot. So, I think it reasonable to take a look and comment as many have already…
Stopping Undervaluing Customers Through Measurement
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…
Adding Customers To Ratios
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
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
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…
