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
BONACCHI, Massimiliano;
2012-01-01
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.File in questo prodotto:
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