COMPANIES FREQUENTLY ENCOUNTER DIFFICULTY MEASURING CUSTOMER LIFETIME VALUE (CLV) AND CUSTOMER EQUITY (CE) BECAUSE OF THE LACK OF A PRACTICAL FRAMEWORK AND THE ANALYTICAL CHALLENGES BEHIND THE CLV PARADIGM. THIS ARTICLE PROPOSES STEP-BY-STEP GUIDELINES TO MEASURE AND MANAGE CLV IN A SUBSCRIPTION-BASED ENTERPRISE (SBE). A CASE STUDY DEMONSTRATES HOW A CLV SCORECARD AND COHORT ANALYSIS ARE PRACTICAL TOOLS THAT CAN SUPPORT DECISION MAKING.

Measuring and Managing Customer Lifetime Value: A CLV Scorecard and Cohort Analysis in a Subscription-based Enterprise

;
2012

Abstract

COMPANIES FREQUENTLY ENCOUNTER DIFFICULTY MEASURING CUSTOMER LIFETIME VALUE (CLV) AND CUSTOMER EQUITY (CE) BECAUSE OF THE LACK OF A PRACTICAL FRAMEWORK AND THE ANALYTICAL CHALLENGES BEHIND THE CLV PARADIGM. THIS ARTICLE PROPOSES STEP-BY-STEP GUIDELINES TO MEASURE AND MANAGE CLV IN A SUBSCRIPTION-BASED ENTERPRISE (SBE). A CASE STUDY DEMONSTRATES HOW A CLV SCORECARD AND COHORT ANALYSIS ARE PRACTICAL TOOLS THAT CAN SUPPORT DECISION MAKING.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11367/22444
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