{"title":"Customer Lifetime Value","authors":"Monika Seyerle, Fachhochschule Nürtingen","doi":"10.2307/j.ctv1bd4mz9.9","DOIUrl":"https://doi.org/10.2307/j.ctv1bd4mz9.9","url":null,"abstract":"Zusammenfassung Der Customer Lifetime Value (CLV) ist der ganzheitliche Wert eines Kunden fur ein bestimmtes Unternehmen uber die gesamte Dauer der Geschaftsbeziehung. Neben dem aktuellen Wert eines Kunden fur ein Unternehmen spielt auch dessen zukunftige Entwicklung eine bedeutende Rolle. So kann es durchaus sein, dass sich derzeitig unprofitable Kunden in der Zukunft positiv entwickeln, und dem Unternehmen kunftig erhebliche Gewinne einbringen. Ein Student hat fur ein Unternehmen beispielsweise in der Regel einen aktuell niedrigen Wert, doch weist er meist ein hohes Potenzial in Zukunft auf. Eine Vernachlassigung dieser Kunden hatte eine Nichtausschopfung moglicher zukunftiger Gewinne durch diese Kunden zur Folge. Der Customer Lifetime Value berucksichtigt beide Dimensionen und liefert so ein umfassendes Bild uber den Gesamtwert eines Kunden. Fur die Entscheidung, ob in einen Kunden investiert werden soll oder nicht, ist vor allem die zukunftige Entwicklung des Kunden von Interesse. Beispielhaft soll die Bestimmung des zukunftigen Potenzials anhand der Versicherungsbranche dargestellt werden.","PeriodicalId":37161,"journal":{"name":"Applied Marketing Analytics","volume":"115 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-01-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80564121","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Implementing Marketing Analytics","authors":"P. Farris, R. Venkatesan","doi":"10.2307/j.ctv1bd4mz9.16","DOIUrl":"https://doi.org/10.2307/j.ctv1bd4mz9.16","url":null,"abstract":"This note supports cases used in Darden's \"Marketing Analytics\" course elective. Marketing analytics powered by \"big data\" holds the promise to shift marketing strategy from an intuitive discipline to a fact-based decision-making process. Based on interactions with more than 100 executives in conferences, executive education seminars, case study development, and consulting projects, this technical note serves as a road map for improving implementation of marketing analytics. \u0000 \u0000Excerpt \u0000 \u0000UVA-M-0869 \u0000 \u0000Rev. Jun. 3, 2014 \u0000 \u0000Implementing Marketing Analytics \u0000 \u0000Marketing analytics powered by “big data” holds the promise to shift marketing strategy from an intuitive discipline to a fact-based decision-making process. Despite its potential, widespread adoption of marketing analytics within organizations remains a challenge. The following road map for improving implementation of marketing analytics is based on our interactions with more than 100 executives in conferences, executive education seminars, case study development, and consulting projects. \u0000 \u0000The starting point for implementation of marketing analytics is top management support and the integration of the marketing analytics function in business processes. Given this launching pad, firms must address issues related to organizational structures, analytics processes, and organizational change to foster implementation of analytics (Figure 1). Within this framework, managers should ask seven key questions to start the journey toward a marketing analytics–driven culture. \u0000 \u0000Figure 1. Road map for implementing marketing analytics. \u0000 \u0000. . .","PeriodicalId":37161,"journal":{"name":"Applied Marketing Analytics","volume":"33 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2017-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79406627","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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