Sat.Feb 03, 2007 - Fri.Feb 09, 2007

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Uses of Lifetime Value - Part 4: Optimization and What-If Modeling

Customer Experience Matrix

Yesterday’s post on forecasting the values of LTV components may have been a little frightening. Most managers would have a hard time translating their conventional business plans into LTV terms. The connections between the two are simply not intuitive. And how would you know if you got the right answer? Part of the solution is technical. Given a sufficiently detailed LTV model, it is possible to plug in the expected changes in customer behavior and have a system calculate the corresponding valu

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Chris Botti and Billy Kilson

Smashmouth Marketing

Saw Chris Botti the other night with Linda. Her thoughtful birthday gift for me. The show was fantastic. Chris is energetic, and a showman. The first show highlight for me was A Thousand Kisses Deep based upon the song from one of my all time favorite song writers/poets, Leonard Cohen. ( Botti's rendition , Cohen's )The next, without a doubt, was his drummer's solo.

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Blogger: Redirecting

Buzz Marketing for Technology

Push-Button Publishing You're about to be redirected The blog that used to be here is now at [link] Do you wish to be redirected? This blog is not hosted by Blogger and has not been checked for spam, viruses and other forms of malware.

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Feed Icons Library Part II for Blogs

Anything Goes Marketing

I wanted to do a follow up post from my original Feed Icon Library post as there are so many new icons out there that you can add to your blog! Be Original with Your Blog Why use a different feed subscribe icon? Why not just use the regular orange feed icon that you typically see? While it's easy to keep the standard icon (as it's recommended), why should you?

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WorkCast's Ultimate Webinar Handbook 2024

Elevate your webinar game with WorkCast's Ultimate Webinar Handbook! Packed with insights from our seasoned webinar experts, this comprehensive guide is your go-to resource for mastering the art of B2B webinars. Learn the fundamentals, from defining webinars to exploring their benefits and diverse use cases. Discover the key elements of running a successful webinar, avoiding common mistakes, and making your sessions more engaging.

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Uses of Lifetime Value - Part 2: Component Analysis

Customer Experience Matrix

Yesterday I began discussing the uses of Lifetime Value models. The first set of applications use the model outputs themselves—the actual estimates of Lifetime Value for individual customers or customer groups. But in many ways, the components that go into those estimates are more useful than the final values. Today we’ll look at them. All lifetime value calculations ultimately boil down to the same formula: lifetime revenue minus lifetime costs.

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Uses of Lifetime Value - Part 1

Customer Experience Matrix

Yesterday I came down firmly in the middle in the great debate between Return on Investment and Lifetime Value as the primary measure for business decisions. My heart lies with Lifetime Value, but the realist in me knows you have to consider both. The realist in me also knows that most of work with either measure is projecting future customer behavior.

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Uses of Lifetime Value - Part 3: Forecasts

Customer Experience Matrix

Yesterday’s post discussed how values for LTV components can be compared across time and customer segments to generate insights into business performance. But even though such comparisons may uncover trends worth exploring, they do not tell managers what they really need to know: is the business running as planned? To do this, actual LTV figures must be compared with a forecast.

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Return on Investment is Only Part of the Solution

Customer Experience Matrix

I was reading a paper on measuring return on investment for marketers this weekend and thought that the author had misclassified a set of expenses in one of the examples. The specific issue was whether a gift certificate given to respondents is part of the marketing investment or the cost of sales. It matters because including the gift in the marketing investment increases the denominator in the return on investment ratio (profit / investment), thereby lowering the ROI.