EXPRESS:了解客户投资回报的一套指标

IF 6.8 1区 管理学 Q1 BUSINESS
N. Bendle, Paul Farris, Raj Venkatesan, J. A. Petersen
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引用次数: 0

摘要

在资源有限的情况下进行客户投资时,基于下期会计利润的方法未能考虑到长期因素。正如我们所展示的那样,营销人员提出的解决方案往往会在客户投资中忽略保留成本,从而低估了所需的承诺营销支出。不幸的是,这样做的逻辑结果是把重点放在了错误的(高保留成本的)客户身上。营销人员甚至会试图将获取客户作为长期投资,然后拒绝在客户维系方面进行投资。我们开发了一套衡量标准来考量对客户的投资,包括客户投资回报率 (CROI)、获取投资回报率 (AROI)、保留投资回报率 (RROI) 和选择投资回报率 (OROI)。使用该套件可以帮助营销人员计算有意义的投资回报率,即使他们无法明确区分获取和保留营销支出。我们的主要贡献在于展示了如何评估客户投资的价值,以及如何将获取客户作为保留客户的一种选择。我们概述了这些指标之间的联系,详细说明了每种指标的适用情况,并展示了如何将这套指标应用于各种模拟数据集。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
EXPRESS: A Suite of Metrics to Understand Return on Investments in Customers
When making customer investments under resource constraints, approaches based upon next period accounting profit fail to consider the long-term. As we show, marketers’ suggested solutions often omit retention spend from the customer investment, understating the required committed marketing spend. Unfortunately, the logical outcome is a focus on the wrong (high retention cost) customers. Marketers may even try to acquire customers as long-term investments, then refuse to invest in their retention. We develop a suite of metrics to consider investments in customers, including customer return on investment (CROI), acquisition return on investment (AROI), retention return on investment (RROI), and option return on investment (OROI). Using the suite can help marketers calculate meaningful ROIs, even when they cannot clearly differentiate between acquisition and retention marketing spend. Our key contributions show how to assess the value of customer investments and treat customer acquisition as gaining an option to spend on retention. We outline the connection between the metrics, detail when each are appropriate, and show how to apply the suite of metrics to a variety of simulated datasets.
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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