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Using Lifetime Value to Measure the Value of Data Quality

Customer Experience Matrix

Lifetime value per customer can be calculated many ways, but a pretty common approach is to break it into three major factors: - acquisition value, further divided into the marketing cost of acquiring a new customer, the revenue from that initial purchase, and the fulfillment costs (product, service, etc.) Value per order or product can itself be broken into revenue, marketing cost and fulfillment cost. Such items are embedded in the revenue and fulfillment cost figures above.

The Right Way to Think about Marketing Mix Models

Customer Experience Matrix

A serious marketing mix model considers competitive activities, product pricing, retail distribution and in-store promotion. It is certainly possible to add operational metrics as inputs: say, on-time arrivals if you’re an airline or order fulfillment accuracy if you’re a distributor or customer satisfaction scores for just about anyone.

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Anther Unforgivably Long Post on Lifetime Value

Customer Experience Matrix

For each transaction, I had available the marketing cost, revenue (positive or negative, since refunds were included in the data), product cost (cost of goods plus fulfillment). This would highlight any changes affecting all customers at the same time, such as an across-the-board price increase, general fall-off or improvement due to economic conditions, or the result of a fulfillment problem. A few weeks ago I wrote a long series of posts about the uses of Lifetime Value.

How to Reduce Information Overload |

Buzz Marketing for Technology

And instead of spending a good chunk of my day filtering through incoming information, I’d rather spend the energy on bringing more enjoyment and fulfillment into my life. This entry was posted on Fri, Nov 16, 2007 at 5:07 am and is filed under productivity. Compare Prices.

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Tom Pisello: The ROI Guy: The IT Hierarchy of Needs: Categorizing.

The ROI Guy

As each need is met, personal achievement rises and purpose is fulfilled. For first world countries, the lower needs are viewed as commonplace commodities, while the focus moves towards meeting higher end needs of home, transportation, careers, vacations, hobbies and spiritual fulfillment.