Leveraging Customer Lifetime Value to Increase Return On
Marketing Investment
Date Presented: Wednesday, September 20th
Speaker: Chris Checco, Customer Chemistry, VP Modeling and Analytics
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As marketing groups strive to gain a competitive advantage, more advanced
quantitative and financial techniques are being implemented. One
such technique, Customer Lifetime Valuation (CLV), can provide marketers
a multi-faceted view of the affects of marketing campaigns on customer
revenue streams. This article will walk you though the components
and uses of CLV for marketing organizations. Sample topics will
include:
- Using CLV techniques to understand the long-term implications of an
offer on a given customer
- Leveraging CLV to maximize the profit of customers
- Identifying which sub-components of CLV can be influenced
- Understanding the impacts of losing customers
| Chris Checco, Customer Chemistry, VP Modeling
and Analytics |
Mr. Checco has over ten
years of experience as a business and technical consultant. As a Technical
Project Manager, he has successfully implemented a number of large
software integration projects in various industries including Telecommunications,
Financial Services, Retail and Gaming. As Project Manager, Mr. Checco
worked with Sprint Nextel to help define and create the predictive
modeling process that increased operational revenues by $1b, reduced
customer churn rates 40%, and increased revenues from campaign uplift
by $100m.
Prior to joining Customer Chemistry, Mr. Checco worked for The Carpe
Diem Group, Phillips Publishing, and MEI Software. In addition to
being a Certified Project Management Professional, Mr. Checco also
has an International Executive MBA from Georgetown University in Washington,
DC. |
|
