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Thursday, February 8, 2007
To do this, actual LTV figures must be compared with a forecast. The real question is where the forecast values will come from. The trick, then, is to convert project plans into LTV forecasts. To build them into an LTV forecast, these objectives must be restated as changes in LTV components. Well, maybe.
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Friday, June 29, 2007
It will definitely help you better budget, forecast, and benchmark your marketing results. B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. Critical Success Factor #9 Effectiveness 8 Critical Success Factors for Lead Generation 2.0 Very useful stuff. Teleprospecting works.
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Monday, February 12, 2007
This series of posts has followed what should seem like a logical progression: using the Lifetime Value figure; using components within that figure; comparing component values over time, across segments, and against forecasts; creating the forecast values with models; and using the models for simulation, planning, and optimization.
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Thursday, February 22, 2007
Although Pilot is a fairly generic “operational performance management” system (nothing wrong with that), both Decisioneering and TouchClarity involve some pretty sophisticated forecasting. This is good for customer experience management because CEM value calculations also rely on complicated forecasts. So what trend are we witnessing?
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Friday, September 14, 2007
The study is designed to help online marketers set PPC and SEO budgets, forecast results, test online marketing programs, and even (toughest of all)—explain search marketing plans to your client or CEO. Among the key findings: Search marketing continues to grow at an incredible pace, with spending up 39% globally in 2007.
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Friday, February 9, 2007
Yesterday’s post on forecasting the values of LTV components may have been a little frightening. LTV forecast requires managers to make that prediction or, perhaps, to rely on a company-wide policy so all such predictions are consistent. But much simpler models can also create forecasts of LTV components. actual). Get over it.
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Tuesday, May 29, 2007
Before reading this book, I believed that economic forecasts were generally more reliable than weather forecasts (particularly living here in Minnesota, it's difficult to imagine anyone making a living being wrong more often than our weather forecasters). Taleb here). first-hand accounts of the Lebanese civil war).
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Friday, March 9, 2007
better forecasting. Forecasts based on individual customers or customer segments can be significantly more accurate than simple projections based on aggregate trends or percentage changes. Forecast quality has always been important but it’s even more of a hot button because of Sarbanes-Oxley and other corporate governance requirements.
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Tuesday, February 13, 2007
For the record, they are: LTV itself, LTV components, comparisons of components, forecasts based on components, and, somewhat tangentially, simulation models.) Users should also be able to import plan or forecast values generated by an external modeling system, and compare actual results against these as well. You need a LTV system.
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Wednesday, March 14, 2007
I consider it a point of honor not to simply reproduce a vendor’s press release. So when Marketing Management Analytics sent one headed “ Most Financial Executives Critical of Marketing Effectiveness Measures: Only 7% Say They are Satisfied with their Company's Ability to Measure Marketing ROI ”, I asked to see the details.
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