Data for Marketing Analytics

Size: px
Start display at page:

Download "Data for Marketing Analytics"

Transcription

1 Data for Marketing Analytics Measuring Value for Customers Objective Value Observed/Behavioral Value Conjoint/Tradeoffs Measuring Value of Customers Arvind Rangaswamy MKTG 521, Spring

2 Measuring Customer Value

3 Customer Value is Hidden Price is transparent. Value is hidden. Customer value could be a hidden source of wealth for a firm to potentially tap into to increase its profitability. MKTG 521, Spring

4 The Value Salami Cost, Price, and Value in a Market Economy Potential Value Lost Customer Value Perceived Value Customer Surplus or Economic Driving Force Value Added Price Pro-rated Total Cost Cost of Goods and Services Margin Value Created 0 MKTG 521, Spring

5 Customer Needs and Customer Value Measurement Customer Needs and Buying Process Present State Desired State Functional and Economic Needs Motivation Perceived and Psychological Needs Behaviors Ignore Postpone Engage in Purchase Process Search for options Evaluate options Choose product Purchase product Use product Customer Value Measurement Approaches Objective Measures of Value Perceptual Measures of Value Behavioral Measures of Value MKTG 521, Spring

6 Measuring Objective Customer Value

7 Choosing a Value Assessment Method Criterion Amount of Customer Info Needed Objective Value Based Behavior Based Perceived Value Based Conjoint/ Tradeoff? Unconstrained (e.g. Focus group) High Low Medium Low No. of Customers Low High Medium Any Good in Dynamic Markets? Past Purchase Data Available? Analysis Time Frame? Cost Yes No Partly* Partly* Not Necessary Needed Not Necessary Not Necessary Long Medium Long/Medium Short Very High/Respondent Medium High Low Insight Very High Medium High Low Appropriate for Lead Users? Predictive of Behavior? Yes No Yes No High Moderate Moderate Low * If we get customers to reliably report how they will behave after change. MKTG 521, Spring

8 The Objective Customer Value for our Offering Value of our offering = the hypothetical price for our offering at which a particular customer would be at overall economic break-even relative to the best alternative available to that customer for performing a given set of functions. MKTG 521, Spring

9 An Example Tool for Assessing Objective Customer Value This tool allows customers to evaluate different transformer designs to find one that has the best economic value. MKTG 521, Spring

10 An Example Value Calculation MKTG 521, Spring

11 Measuring Behavior-Based Customer Value

12 Choosing a Value Assessment Method Criterion Amount of Customer Info Needed Objective Value Based Behavior Based Perceived Value Based Conjoint/ Tradeoff? Unconstrained (e.g. Focus group) High Low Medium Low No. of Customers Low High Medium Any Good in Dynamic Markets? Past Purchase Data Available? Analysis Time Frame? Cost Yes No Partly* Partly* Not Necessary Needed Not Necessary Not Necessary Long Medium Long/Medium Short Very High/Respondent Medium High Low Insight Very High Medium High Low Appropriate for Lead Users? Predictive of Behavior? Yes No Yes No High Moderate Moderate Low * If we get customers to reliably report how they will behave after change. MKTG 521, Spring

13 Data Everywhere Marketers Dream or Nightmare? MKTG 521, Spring

14 Growth in Non-Traditional Data Complex Unstructured Data Traditional Structured Data Source: IDC report, As the Economy Contracts, the Digital Universe Expands (May 2009) MKTG 521, Spring

15 MKTG 521, Spring

16 MKTG 521, Spring

17 Raw Data Needs Formatting For Human Use MKTG 521, Spring

18 Data Size (Volume) Some Domains of Big Data Marketing Analytics Large (1) Search analytics (2) Marketing Analytics Online (3). e.g., Social media/social networks data Small Typical Marketing Analytics Data (1) User reviews (2) Process data (3) Low (structured) High (Unstructured) Data Complexity (Variety, Velocity) MKTG 521, Spring

19 The Many Challenges for Business Analytics Getting the data is much easier than making it useful. Relevant data may have to be integrated from many sources. Too much data where to start? What to focus on? What to keep? Lack of numerosity ( Number sense ) for the types of data we are seeing now. Data often are of poor quality for addressing questions of interest. Lack of skills (especially at business schools) for dealing with unstructured data. Businesses focus on correlation, academics focus on causation.. MKTG 521, Spring

20 Measuring Behavior-Based Customer Value

21 Choosing a Value Assessment Method Criterion Amount of Customer Info Needed Objective Value Based Behavior Based Perceived Value Based Conjoint/ Tradeoff? Unconstrained (e.g. Focus group) High Low Medium Low No. of Customers Low High Medium Any Good in Dynamic Markets? Past Purchase Data Available? Analysis Time Frame? Cost Yes No Partly* Partly* Not Necessary Needed Not Necessary Not Necessary Long Medium Long/Medium Short Very High/Respondent Medium High Low Insight Very High Medium High Low Appropriate for Lead Users? Predictive of Behavior? Yes No Yes No High Moderate Moderate Low * If we get customers to reliably report how they will behave after change. MKTG 521, Spring

22 Typical Approach to Measuring Value of Product Attributes When choosing a restaurant, how important is Circle one Not Important Very Important Decor Location Quality of food Price MKTG 521, Spring

23 Measured Value From Survey Average Importance Ratings Décor 5.7 Location 6.5 Quality of Food 7.1 Price MKTG 521, Spring

24 Another Example of Stated and Derived Importance MKTG 521, Spring

25 Conjoint Measurement: Deriving Value by Measuring Preferences/Choices The basic assumption of Conjoint measurement is that customers cannot reliably express how they value separate features of a product in forming their preferences. However, we can infer the relative value by asking for their evaluations (or choices) of alternate product concepts through a structured process. MKTG 521, Spring

26 Simple Example of Conjoint Measurement Product Option Cuisine Distance Price Range 1 Italian Near $10 2 Italian Near $15 3 Italian Far $10 4 Italian Far $15 5 Thai Near $10 6 Thai Near $15 7 Thai Far $10 8 Thai Far $15 Preference Rank MKTG 521, Spring

27 Simple Example of Conjoint Measurement Product Option Cuisine Distance Price Range 1 Italian Near $ Italian Near $ Italian Far $ Italian Far $ Thai Near $ Thai Near $ Thai Far $ Thai Far $15 1 Preference Rank MKTG 521, Spring

28 Measurement Via Forced Tradeoffs Example: Italian vs Thai = = 4 util units $10 vs $15 = = 8 util units So Thai is worth $2.50 more than Italian for this customer: = = $2. 50 Can use this result to obtain value to customer of service (non-price) attributes. MKTG 521, Spring

29 Overview of Conjoint-Based Decision Making Perceptions (Product Attributes) Customer Preferences Advertising Customer Choices Competitive Offerings Availability Market Share Customer Characteristics and Constraints (e.g. Budget) Costs Revenue/ Profit We can also reverse the process by determining which product attributes maximize market share or revenue. MKTG 521, Spring

30 Measuring Value of Customer

31 Value of Customers Anyone can measure the number of seeds in an apple. How to measure the number of apples in a seed? -- Anon MKTG 521, Spring

32 How to Place a Value on Our Customers? Individual-level metrics Satisfaction, i.e., more satisfied customers are more valuable Loyalty/Referral/Advocacy Customer Lifetime value (CLV) Aggregate metrics (Collective value of our customers) Net Promoter Score (NPS) Overall customer satisfaction (e.g., NPV/Customer equity.. MKTG 521, Spring

33 Annual Profit Customer Lifetime Value present value of a stream of revenue a customer produces Focus on long-term relationship, not a single transaction relationship value cost savings price premium demand increase base profit Time acquisition cost MKTG 521, Spring

34 Two Key Components of Customer Lifetime Value Economic Value: Total Lifetime Value of Customer (Risk Adjusted) Revenue Flow Less Cost-to-Serve Relationship Value: Reference Referral Learning Innovation, etc. MKTG 521, Spring

35 Economic Lifetime Value Calculation (Anticipated) Revenue Cash Flow (minus) (Anticipated) Cost to Serve Cash Flow Lowers? Discounted Profit Cash Flow Loyalty Risk Adjustment Lowers Risk Adjusted Cash Flow MKTG 521, Spring

36 Customer Relationship Value Reference Accounts (Give us prestige, high credibility) Referral Accounts (Give us high-quality leads) Learning Accounts (Help us refine our offerings/ beta testers) Innovation Accounts (Help us to develop new offerings) MKTG 521, Spring

37 Objectives for CLV-Based Management Reduce defection, i.e., Increase customer retention (Understand costs/benefits experienced by customers; meet competitive imperatives) Improve customer selectivity (Focus more effort on high-value customers who to serve? And, how to increase CLV share of wallet?) Boost cost efficiency ( A, B, C customers? Do we know true costs of servicing different customers?) Attempt to favorably alter the behavior of low-value customers. MKTG 521, Spring

38 Loyalty Effects of Credit Card Rewards Programs MKTG 521, Spring

39 Customer Relationship Value Managing Customer Portfolio Based on Value Lo/Negative Moderate High Understand and measure economic value Opportunity cost? Keep it going! Watch out Lo/Negative Moderate High Customer Economic Value MKTG 521, Spring

40 What Got You Here Won t Get You There MKTG 521, Spring

Customer Profitability Customer Lifetime Value (CLV), Customer Equity (CE), and Shareholder Value

Customer Profitability Customer Lifetime Value (CLV), Customer Equity (CE), and Shareholder Value BA 597: Customer Profitability Customer Lifetime Value (CLV), Customer Equity (CE), and Shareholder Value 1 Today s Agenda To discuss how to calculate customer lifetime value (CLV) To show how it is calculated

More information

CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND TECHNOLOGIES

CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND TECHNOLOGIES CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND TECHNOLOGIES Managing the customer lifecycle customer retention and development Three stages of the customer lifecycle 1. Customer acquisition 2. Customer

More information

Hierarchy of Marketing Metrics: Measuring Success Like a CFO

Hierarchy of Marketing Metrics: Measuring Success Like a CFO Hierarchy of Marketing Metrics: Measuring Success Like a CFO Kathleen Schaub, Vice President, CMO Advisory & Customer Experience IDC Web Conference 7 September 2017 The Bad News: Marketing ROI is an Incredible

More information

loyalty, and how can companies deliver them? how can marketers maximize it? customers and cultivate strong customer relationships and communities?

loyalty, and how can companies deliver them? how can marketers maximize it? customers and cultivate strong customer relationships and communities? Chapter 5 Creating Long- Term Loyalty Relationships Copyright 2016 Pearson Education Ltd. 5-1 Learning Objectives 1. What are customer value, satisfaction, and loyalty, and how can companies deliver them?

More information

CHAPTER 1 INTRODUCTION

CHAPTER 1 INTRODUCTION CHAPTER 1 INTRODUCTION 1.1 BACKGROUND Private banking is a business segment extension in banking industry which specifically provides banking service to the wealth or premium customer segment Lassar et.

More information

Premium Payback. Rewarding Consumers at the Point of Sale. Cassie Boutelle April 2017

Premium Payback. Rewarding Consumers at the Point of Sale. Cassie Boutelle April 2017 Premium Payback Rewarding Consumers at the Point of Sale Cassie Boutelle April 2017 Loyalty landscape what are we solving for? $60B in rewards liability across all loyalty programs in North America Number

More information

Chapter 12. Customer-Driven Marketing

Chapter 12. Customer-Driven Marketing Chapter 12 Customer-Driven Marketing 1 2 3 Summarize the ways in which marketing creates utility. Explain the marketing concept and relate how customer satisfaction contributes added value. Describe not-for-profit

More information

SEVEN WAYS TO PROFIT FROM BIG DATA AS A BUSINESS

SEVEN WAYS TO PROFIT FROM BIG DATA AS A BUSINESS OUTLOOK SEVEN WAYS TO PROFIT FROM BIG DATA AS A BUSINESS by James Platt, Robert Souza, Enrique Checa, and Ravi Chabaldas Information is multiplying inside businesses at an exponential rate, generated by

More information

Chapter 1 Marketing: Creating and Capturing Customer Value

Chapter 1 Marketing: Creating and Capturing Customer Value i t s good and good for you Chapter 1 Marketing: Creating and Capturing Customer Value Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-1 Creating and Capturing Customer Value GOAL

More information

Chapter 12 Managing Relationships and Building Loyalty

Chapter 12 Managing Relationships and Building Loyalty GENERAL CONTENT Multiple Choice Questions Chapter 12 Managing Relationships and Building Loyalty 1. Which of the following is NOT one of the advantages to incremental profits of a loyal customer? a. Profit

More information

Understanding Customer Experience Management. Five Essential Elements of a Comprehensive Approach

Understanding Customer Experience Management. Five Essential Elements of a Comprehensive Approach Understanding Customer Experience Management Five Essential Elements of a Comprehensive Approach Overview In this era of the referral economy, the customer experience has more influence than ever on the

More information

Management. 1 Demonstrate an understanding of the concept of customer lifetime value, how to calculate it and the different factors that influence it.

Management. 1 Demonstrate an understanding of the concept of customer lifetime value, how to calculate it and the different factors that influence it. Unit 38: Unit code Customer Value Management L/508/0597 Unit level 5 Credit value 15 Introduction This unit is designed to enhance students knowledge and understanding of why it is important for marketers

More information

Pricing and the Psychology Consumption

Pricing and the Psychology Consumption Pricing and the Psychology Consumption Of Presented by Sermsri ( 周瑤 ) M987Z220 Do you know? The way you set prices does not just influence demand It also guides the way buyers use your product or service

More information

CRIF DECISION SOLUTIONS - EURISKO CREDIT CARD SURVEY

CRIF DECISION SOLUTIONS - EURISKO CREDIT CARD SURVEY CRIF DECISION SOLUTIONS - EURISKO CREDIT CARD SURVEY September 2003 CONTENTS SURVEY INTRODUCTION...page 1 EXECUTIVE SUMMARY... 3 Chapter 1 MARKET CONTEXT AND EVOLUTION...7 1.1 Reference scenarios...7 1.2

More information

Right Customers. Nurturing the COVER STORY. By measuring and improving Customer Lifetime Value, you ll be able to grow your most profitable customers.

Right Customers. Nurturing the COVER STORY. By measuring and improving Customer Lifetime Value, you ll be able to grow your most profitable customers. By measuring and improving Customer Lifetime Value, you ll be able to grow your most profitable customers. Nurturing the Right Customers By V. Kumar and Bharath Rajan Companies often measure their success

More information

19 Ways To Growth Your Business Profit

19 Ways To Growth Your Business Profit Helping Businesses Drive Profitable Sales Fast BoostMyProfit.com 19 Ways To Growth Your Business Profit Powerful strategies to skyrocket and multiply your business profits Table of Contents Introduction...

More information

Polypropylene Resin Supplier Customer Value & Loyalty Benchmarking Study

Polypropylene Resin Supplier Customer Value & Loyalty Benchmarking Study Polypropylene Resin Supplier Customer Value & Loyalty Benchmarking Study 2016 Metrics to Manage the Customer Experience Tel: (001) 816-364-6200 Fax: (001) 816-364-3606 www.mastio.com OVERVIEW Mastio &

More information

Achieving customer intimacy with IBM SPSS products

Achieving customer intimacy with IBM SPSS products Achieving customer intimacy with IBM SPSS products Transformative technologies for the new era of customer interactions Highlights: Customer intimacy is an innovative strategy for helping organizations

More information

Customer Lifetime Value II

Customer Lifetime Value II Customer Lifetime Value II This module covers the concepts of CLV, CLV Remaining, retention rate, attrition rate, discount rate, churn rate, and customer acquisition and related costs. Authors: Paul Farris

More information

A Roadmap to Success: Five Guiding Principles to Incentive Compensation Planning. KMK Consulting, Inc.

A Roadmap to Success: Five Guiding Principles to Incentive Compensation Planning. KMK Consulting, Inc. A Roadmap to Success: Five Guiding Principles to Incentive Compensation Planning KMK Consulting, Inc. Driving informed business decisions with data services and business intelligence solutions There are

More information

BALANCE SCORECARD. Introduction. What is Balance Scorecard?

BALANCE SCORECARD. Introduction. What is Balance Scorecard? BALANCE SCORECARD Introduction In this completive world where techniques are change in nights, it s very hard for an organization to stay on one technique to grow business. To maintain the business performance

More information

Customer Acquisition and Segmentation

Customer Acquisition and Segmentation Study Unit 2 Customer Acquisition and Segmentation ANL 309 Business Analytics Applications Introduction Different aspects of customer acquisition Role of business analytics in customer acquisition Different

More information

HDPE & LLDPE/LDPE Resin Supplier Customer Value & Loyalty Benchmarking Studies

HDPE & LLDPE/LDPE Resin Supplier Customer Value & Loyalty Benchmarking Studies HDPE & LLDPE/LDPE Resin Supplier Customer Value & Loyalty Benchmarking Studies 2015 Metrics to Manage the Customer Experience Tel: (001) 816-364-6200 Fax: (001) 816-364-3606 www.mastio.com OVERVIEW MASTIO

More information

How much is Your Casino Investing in Players?

How much is Your Casino Investing in Players? White Paper This white paper is the first in a series. In this first installment, the Actual Cost of a $5 Free- Play Incentive, as it relates to how much Required Theoretical Investment a player has to

More information

Crea te Finan cial Freedom

Crea te Finan cial Freedom Calling Direct Sales Experts Crea te Finan cial Freedom Powerhouse Opportunity in Merchant Services Use your direct sales skills Build a residual-based future in the merchant services industry Create a

More information

RETAIL BANKING: Customer Segment Performance Blueprint A WEB-BASED PERFORMANCE MANAGEMENT APPLICATION

RETAIL BANKING: Customer Segment Performance Blueprint A WEB-BASED PERFORMANCE MANAGEMENT APPLICATION RETAIL BANKING: Customer Segment Performance Blueprint A WEB-BASED PERFORMANCE MANAGEMENT APPLICATION Introduction: driving success one customer at a time Ask most financial services executives about their

More information

Marketing Your Business to Investors

Marketing Your Business to Investors Marketing Your Business to Investors Can You Manage Money? Steven Rogers, Redstones LLC srogers@redstones.com www.redstones.com 1 Always Remember This is my perspective of finding money based on my experience

More information

CUSTOMER ANALYSIS. Course: Marketing Management.

CUSTOMER ANALYSIS. Course: Marketing Management. CUSTOMER ANALYSIS Course: Marketing Management Traditional vs Modern Customer-Oriented Company Organization Who is customer? Initiator User/consumer Purchase, use and consumption Influencer Purchaser Decider

More information

HOW THE BEST DEALERS USING LOYALTY PROGRAMS TO BOOST CUSTOMER RETENTION

HOW THE BEST DEALERS USING LOYALTY PROGRAMS TO BOOST CUSTOMER RETENTION HOW THE BEST DEALERS STAY TOP-OF-MIND USING LOYALTY PROGRAMS TO BOOST CUSTOMER RETENTION EXECUTIVE SUMMARY Customer retention is every dealership s goal, but few have mastered a practical way to accomplish

More information

Customer Experience & Expectations with respect to Banking Services

Customer Experience & Expectations with respect to Banking Services Customer Experience & Expectations with respect to Banking Services 2016-17 WHY MANAGE CUSTOMER LOYALTY? In this increasingly competitive environment, customer loyalty has become even more important to

More information

Customer Advocacy: Its Impact on Demand Creation

Customer Advocacy: Its Impact on Demand Creation May 26, 2016 Customer Advocacy: Its Impact on Demand Creation Jen Horton Sr. Research Director Lisa Nakano Research Director Intuitively You Know It s Good 2 Executive Summary Key issues Customer experience

More information

Chapter 1 Marketing: Creating and Capturing Customer Value

Chapter 1 Marketing: Creating and Capturing Customer Value i t s good and good for you LECTURE 1 Chapter 1 Marketing: Creating and Capturing Customer Value Creating and Capturing Customer Value Topic Outline What Is Marketing? Understand the Marketplace and Customer

More information

NCOVER. ROI Analysis for. Using NCover. NCover P.O. Box 9298 Greenville, SC T F

NCOVER. ROI Analysis for. Using NCover. NCover P.O. Box 9298 Greenville, SC T F NCOVER ROI Analysis for Test Coverage Using NCover NCover P.O. Box 9298 Greenville, SC 29601 T 864.990.3717 F 864.341.8312 conversation@ncover.com www.ncover.com Table of Contents Executive Summary 2 Cost

More information

Leveraging Patron Loyalty to Increase Sales, Donations & Public Perception by Margaret Williams & Dale Hedding

Leveraging Patron Loyalty to Increase Sales, Donations & Public Perception by Margaret Williams & Dale Hedding Leveraging Patron Loyalty to Increase Sales, Donations & Public Perception by Margaret Williams & Dale Hedding In recent years, the phrase "patron loyalty" has become a hot topic across the arts and culture

More information

Evaluating SaaS companies - Q4 2017

Evaluating SaaS companies - Q4 2017 Evaluating SaaS companies - Q4 2017 1 EVALUATING SAAS COMPANIES Albion Capital has been investing in software companies for almost 20 years. We usually invest in the Series A round, focusing on recurring

More information

Question No: 1 ( Marks: 1 ) - Please choose one Marketing plan

Question No: 1 ( Marks: 1 ) - Please choose one Marketing plan Question No: 1 ( Marks: 1 ) - Please choose one Which of the following must be developed at each product level for achieving the goals? Corporate plan Selling plan Marketing plan http://en.wikipedia.org/wiki/marketing_plan

More information

Adding Next Best Action To Personalize Interactions For Known Customers Then Creating Cognitive Customer Centric Interactions

Adding Next Best Action To Personalize Interactions For Known Customers Then Creating Cognitive Customer Centric Interactions Adding Next Best Action To Personalize Interactions For Known Customers Then Creating Cognitive Customer Centric Interactions Steven Pinchuk WW Lead Customer Intelligence & Revenue Management Advanced

More information

Gift & Loyalty Cards

Gift & Loyalty Cards Gift & Loyalty Cards Business Development Our Gift & Loyalty card program will afford you one of the most powerful and profitable tools to grow your business on a daily basis. Let our systems do the work

More information

MKT501- Marketing Management

MKT501- Marketing Management MKT501- Marketing Management Question No: 1 ( Marks: 1 ) - Please choose one A market leader firm can expand the total market through: Decreasing distribution of the product Introducing the new usage of

More information

Total Test Questions: 44 Levels: Grades Units of Credit:.50

Total Test Questions: 44 Levels: Grades Units of Credit:.50 DESCRIPTION Marketing I explores the seven core functions of marketing which include: Marketing Planning why target market and industry affects businesses; Marketing-Information Management why market research

More information

Marketing Management 15th Edition Kotler Solutions Manual

Marketing Management 15th Edition Kotler Solutions Manual Marketing Management 15th Edition Kotler Solutions Manual Completed download: https://testbankreal.com/download/marketing-management-15th-editionsolutions-manual-kotler-keller/ (Completed downloadable

More information

Smarter consumer products marketing: Understanding consumers, building brands

Smarter consumer products marketing: Understanding consumers, building brands IBM Global Business Services Thought Leadership White Paper Consumer Products Smarter consumer products marketing: Understanding consumers, building brands 2 Smarter consumer products marketing: Understanding

More information

On the Mobility Fast Track: Bank Islam Brunei Darussalam's Digital Transformation

On the Mobility Fast Track: Bank Islam Brunei Darussalam's Digital Transformation White Paper On the Mobility Fast Track: Bank Islam Brunei Darussalam's Digital Transformation Sponsored by: Silverlake Axis Thomas Zink February 2014 IN THIS WHITE PAPER While mobile banking has become

More information

Drive More Revenue by Measuring and Managing Customer Lifecycle Value

Drive More Revenue by Measuring and Managing Customer Lifecycle Value Drive More Revenue by Measuring and Managing Customer Lifecycle Value The customer is at the center of every business transaction, and keeping the customer engaged has never been more vital than it is

More information

ZING YOUR LOYALTY & REFERRAL PROGRAMS TOP 10 BENEFITS FROM LOYALTY REWARDS PROGRAM

ZING YOUR LOYALTY & REFERRAL PROGRAMS TOP 10 BENEFITS FROM LOYALTY REWARDS PROGRAM ZING YOUR LOYALTY & REFERRAL PROGRAMS TOP 10 BENEFITS FROM LOYALTY REWARDS PROGRAM 102 Persian Drive Suite #101, Sunnyvale, CA 94089 +1 650-701-7759 www.zinrelo.com CONTENTS 1. DRIVE REPEAT SALES...3 1.1

More information

hybris marketing Market to an Audience of One Roland Blösch Director Financial Services

hybris marketing Market to an Audience of One Roland Blösch Director Financial Services hybris marketing Market to an Audience of One Roland Blösch Director Financial Services Priorities and Trends in insurance Digitization Omnichannel Contextual Marketing Internet of Things CEO SURVEY: TOP

More information

CX in Telecoms. CX in Telecoms. IDC InfoBrief, Sponsored by October 2017

CX in Telecoms. CX in Telecoms. IDC InfoBrief, Sponsored by October 2017 1 CX in Telecoms 2 CSPs have made great strides in CX, but have farther to go In recent years, the telecoms industry has become much more switched on to CX, as embodied by the net promoter score (NPS).

More information

Advance Analytic Game Changer in FSI Industry. Greg Wong, Director Analytics Centre of Excellence BI & PA

Advance Analytic Game Changer in FSI Industry. Greg Wong, Director Analytics Centre of Excellence BI & PA Advance Analytic Game Changer in FSI Industry Greg Wong, Director Analytics Centre of Excellence BI & PA How mbank used SAP Advance Analytics to drive their business? mbank: Delivering a Personalized Banking

More information

Relationship Marketing

Relationship Marketing Relationship Marketing Vl Value creation and strategy t implementation ti Agenda The Changing Focus in Marketing Traditional versus Relationship Marketing Approach Transactional versus Relationship Marketing

More information

The Measurement and Importance of Profit

The Measurement and Importance of Profit The Measurement and Importance of Profit The term profit comes from the Old French prufiter, porfiter, meaning to benefit. Throughout history, the notion of profit has always been a controversial subject.

More information

Value of Marketing Natalie Mizik

Value of Marketing Natalie Mizik BRAND VALUATION EXCERPTS Value of Marketing Natalie Mizik Columbia MASB Board Meeting Chicago, March 2010 1 Brand Valuation There are three main brand consultancies producing annual brand rankings: Interbrand

More information

Making pay for performance work

Making pay for performance work Making pay for performance work Towers Watson s Autumn Conference Specialist incentives Ron Burke and Scott Cullen 3 October 2013 2013 Towers Watson. All rights reserved. Agenda What do we mean by specialist

More information

Transform your support services into an exceptional customer experience. An Extension of Your Business. First Data Consumer Experience Management

Transform your support services into an exceptional customer experience. An Extension of Your Business. First Data Consumer Experience Management First Data Consumer Experience Management Transform your support services into an exceptional customer experience. Your customers expect you to understand their wants and needs. Our solutions help you

More information

Making Good Impressions. Appnext s Best Practices for Ad Monetization

Making Good Impressions. Appnext s Best Practices for Ad Monetization Making Good Impressions Appnext s Best Practices for Ad Monetization Contents 1. Interstitial Ads 2. Rewarded Video Ads - Games - Non Gaming Apps 3. Native Ads - Offer Wall - Banners Choosing a monetization

More information

Exclusive Voice of the Customer framework for smart CX managers: Delivering world-class customer experience every step of the way

Exclusive Voice of the Customer framework for smart CX managers: Delivering world-class customer experience every step of the way Exclusive Voice of the Customer framework for smart CX managers: Delivering world-class customer experience every step of the way VoC programs enable you to engage with customers at key points across the

More information

Building Brand Community on the Harley-Davidson Posse Ride M740 CORPORATE REPUTATION AND BRAND MANAGEMENT

Building Brand Community on the Harley-Davidson Posse Ride M740 CORPORATE REPUTATION AND BRAND MANAGEMENT Building Brand Community on the Harley-Davidson Posse Ride M740 CORPORATE REPUTATION AND BRAND MANAGEMENT Agenda 2 Executive Summary Background Key Issue Analysis Company SWOT Brand Identity Customer Quantitative

More information

PERSPECTIVE. Customer Loyalty Quotient Strategy: Key to an emotional connect with customers. Abstract

PERSPECTIVE. Customer Loyalty Quotient Strategy: Key to an emotional connect with customers. Abstract PERSPECTIVE Customer Loyalty Quotient Strategy: Key to an emotional connect with customers Abstract In the current scenario, creating the ultimate customer experience that appeals to both head and heart

More information

INSIDE EMPLOYEES MINDSTM

INSIDE EMPLOYEES MINDSTM INSIDE EMPLOYEES MINDSTM : WHAT OIL AND GAS EMPLOYEES VALUE APRIL 2015 Current market conditions in the oil and gas industry are dangerously disruptive for certain companies and create opportunities for

More information

Why a Skills Acquisition Strategy is Critical to Filling Skill Gaps

Why a Skills Acquisition Strategy is Critical to Filling Skill Gaps Why a Skills Acquisition Strategy is Critical to Filling Skill Gaps Tips for the webinar Training Industry Our Speaker Ray Rike President, Simplilearn Americas Agenda The Total Cost of Talent Acquisition

More information

Client Experience Management

Client Experience Management ASI-Modulex Partners, The Client Experience Management program provides a series of tools, designed to improve the effectiveness of your business through measurement of client perceptions and development

More information

As a part of the organization, have you ever wondered about:

As a part of the organization, have you ever wondered about: Introduction As a part of the organization, have you ever wondered about: Who are the consumers of your products and services? Why do these consumers buy your brand and not that of the competitors? How

More information

Chapter 2--Product Costing: Manufacturing Processes, Cost Terminology, and Cost Flows

Chapter 2--Product Costing: Manufacturing Processes, Cost Terminology, and Cost Flows Chapter 2--Product Costing: Manufacturing Processes, Cost Terminology, and Cost Flows Student: 1. Which of the following types of organizations is most likely to have a raw materials inventory account?

More information

Competing for growth. Creating a customer-centric, connected enterprise. KPMG Customer Advisory. kpmg.com/customer

Competing for growth. Creating a customer-centric, connected enterprise. KPMG Customer Advisory. kpmg.com/customer Competing for growth Creating a customer-centric, connected enterprise KPMG Customer Advisory kpmg.com/customer Contents Introduction 02 How can you stay ahead of rising customer expectations? 04 Becoming

More information

Memorandum Issue Date September 2012

Memorandum Issue Date September 2012 Memorandum Issue Date September 2012 Project Topic Revenue from Contracts with Customers Summary of user outreach The following summarizes user outreach conducted with analysts and investors that cover

More information

AQU Information Systems Fundamentals Spring Pg. 10.1

AQU Information Systems Fundamentals Spring Pg. 10.1 AQU Information Systems Fundamentals Spring 2012. Pg. 10.1 c h a p t e r 10 REDESIGNING THE ORGANIZATION WITH INFORMATION SYSTEMS 10.1 2002 by Prentice Hall & 2012 by Yacoub Sabatin LEARNING OBJECTIVES

More information

What s a customer worth over a lifetime?

What s a customer worth over a lifetime? What s a customer worth over a lifetime? The boat sale is just the beginning of your relationship with a customer, and in my session at MDCE, I discussed strategies that utilize online and in-store parts

More information

Mastio & Company s. Global Freight Forwarder Customer Value & Loyalty Benchmarking Study. Metrics to Manage the Shipper Experience

Mastio & Company s. Global Freight Forwarder Customer Value & Loyalty Benchmarking Study. Metrics to Manage the Shipper Experience Mastio & Company s Global Freight Forwarder Customer Value & Loyalty Benchmarking Study 4 th Edition 2014 Metrics to Manage the Shipper Experience 63 Chancery, Suite 100, The Woodlands, TX, 77381 USA Tel:

More information

UNIVERSITY OF PASSAU. Chair for Business Administration with Specialization in Marketing und Services

UNIVERSITY OF PASSAU. Chair for Business Administration with Specialization in Marketing und Services UNIVERSITY OF PASSAU Chair for Business Administration with Specialization in Marketing und Services 0 Marc Fischer MASB Winter Board Meeting, Chicago, March 11-12, 2010 Methods of Brand Valuation: What

More information

Revenue for chemical manufacturers

Revenue for chemical manufacturers Revenue for chemical manufacturers The new standard s effective date is coming. US GAAP August 2017 kpmg.com/us/frv b Revenue for chemical manufacturers Revenue viewed through a new lens Again and again,

More information

Digital Brand Strategy. MKTG5605: Digital Brand & Product Management

Digital Brand Strategy. MKTG5605: Digital Brand & Product Management Digital Brand Strategy MKTG5605: Digital Brand & Product Management February 15, 2017 Discuss (20 minutes) From reading Building a Brand Online, what are some of the key takeaways? Carnival Cruise Line

More information

Merchant Attrition & Retention Kurt Strawhecker

Merchant Attrition & Retention Kurt Strawhecker Merchant Attrition & Retention Kurt Strawhecker Managing Partner, The Strawhecker Group www.thestrawgroup.com / www.paymentspulse.com The Attrition Challenge The Attrition Challenge in today s Acquiring

More information

Maximizing Shareholder Value Checklist for Service Based Businesses

Maximizing Shareholder Value Checklist for Service Based Businesses for Service Based Businesses ABSTRACT: Service businesses are complex and difficult to manage due to their labor intensive nature and the codependent relationship between sales and the delivery of service,

More information

Risk assessment checklist - Purchasing cycle

Risk assessment checklist - Purchasing cycle Check Yes or No or N/A (where not applicable). Where a No is indicated, some action may be required to rectify the situation. Cross-references (e.g., See FN 1.01) point to the relevant policy in the First

More information

Analytics frameworks and startup stages. Farley Millano -

Analytics frameworks and startup stages. Farley Millano - Analytics frameworks and startup stages Farley Millano - farleymillano@gmail.com 1 Agenda [1/2] Recap Analytics frameworks Startup stages Empathy Stickiness Virality Revenue Scale 2 Agenda [2/2] Start

More information

Shifting Environment From a Focus on Products to Customer Centricity

Shifting Environment From a Focus on Products to Customer Centricity Shifting Environment From a Focus on Products to Customer Centricity Contents Section 1: Affinity Marketing Section 2: Customer Centricity: A Differentiating Factor Section 3: Customer Centricity in Bancassurance

More information

Customer Relationship Management Solutions for Vehicle Captive Finance. An Oracle White Paper October 2003

Customer Relationship Management Solutions for Vehicle Captive Finance. An Oracle White Paper October 2003 Customer Relationship Management Solutions for Vehicle Captive Finance An Oracle White Paper October 2003 Customer Relationship Management Solutions for Vehicle Captive Finance As part of a growth strategy,

More information

Baldrige National Quality Program Malcolm Baldrige National Quality Award

Baldrige National Quality Program Malcolm Baldrige National Quality Award Baldrige National Quality Program Malcolm Baldrige National Quality Award 1999 CRITERIA FOR PERFORMANCE EXCELLENCE ITEM 1 Leadership (125 pts.) The Leadership Category examines how your organization's

More information

Chapter 17. promotional concepts and strategies. Section 17.1 The Promotional Mix. Section 17.2 Types of Promotion

Chapter 17. promotional concepts and strategies. Section 17.1 The Promotional Mix. Section 17.2 Types of Promotion Chapter 17 promotional concepts and strategies Section 17.1 Section 17.2 Types of Promotion Section 17.1 IMAGINE What might happen if business did not promote their products? Section 17.1 Explain the role

More information

Privacy as a Company Growth Strategy

Privacy as a Company Growth Strategy Privacy as a Company Growth Strategy Where does all our revenue come from? From products? From salespeople? From the brand? No, it s simple August 22, 2007 All our revenue comes from customers Actual and

More information

Defining Business Value. Roger Brown CEC, CST, CSD

Defining Business Value. Roger Brown CEC, CST, CSD Defining Business Value Roger Brown CEC, CST, CSD Scrum Gathering San Diego 2017 The Goal of Agile Development Maximize the Delivery of Value per Unit Time Return on Investment = Benefits Costs Costs Benefit

More information

SYLLABUS - ANALYSIS AND DECISION (20 credits)

SYLLABUS - ANALYSIS AND DECISION (20 credits) Chartered Postgraduate Diploma in Marketing (Level 7) SYLLABUS - ANALYSIS AND DECISION (20 credits) This unit consists of three parts: Strategic audit, Strategic options, and Making strategic marketing

More information

OXFAM GB S GLOBAL PERFORMANCE FRAMEWORK:

OXFAM GB S GLOBAL PERFORMANCE FRAMEWORK: OXFAM GB S GLOBAL PERFORMANCE FRAMEWORK: CAPTURING AND COMMUNICATING OUR EFFECTIVENESS Claire Hutchings Oxfam Great Britain Who we are Part of the Oxfam family an international confederation of 17 organizations

More information

Brand evaluation of SWITCH Qualitative and quantitative market research. Roland Eugster

Brand evaluation of SWITCH Qualitative and quantitative market research. Roland Eugster Brand evaluation of SWITCH Qualitative and quantitative market research Roland Eugster roland.eugster@switch.ch Dublin, 27. February 2009 Objectives To be informed To recognise strengths and weaknesses

More information

YOUR BEHAVIOR IS BEING PREDICTED

YOUR BEHAVIOR IS BEING PREDICTED YOUR BEHAVIOR IS BEING PREDICTED By Business Government Non-profit institutions Universities And more AGENDA POWER OF PREDICTION What is it? How does it work? Predictive vs. regular analytics Industry

More information

How healthy is your business?

How healthy is your business? How healthy is your business? Five Steps for Getting and Retaining Customers in the Fitness, Health and Wellness Industry + Plus, How to determine if a Customer Feedback Management (CFM) Program is right

More information

Cloud Sales: How to Adapt your Company Sales for the Cloud? Based on the session at the 2014 Cloud Symposium. An Alexander Group ebook

Cloud Sales: How to Adapt your Company Sales for the Cloud? Based on the session at the 2014 Cloud Symposium. An Alexander Group ebook Cloud Sales: How to Adapt your Company Sales for the Cloud? Based on the session at the 2014 Cloud Symposium Atlanta Chicago San Francisco Scottsdale Stamford An Alexander Group ebook So Just How Big Is

More information

Recurly Subscription Snapshot

Recurly Subscription Snapshot 2015 INDUSTRY REPORT Recurly Subscription Snapshot Powering Subscription Success Table of Contents About the Subscription Snapshot Subscription businesses are focused on customer retention and loyalty.

More information

MBA Curriculum Program Schedule

MBA Curriculum Program Schedule MBA Curriculum Program Schedule Click on Course Title to see Course Description Accounting ACCT 600 1 st Semester Finance FIN 620 Leadership & Ethics BUAD 625 Information Technology & Supply Chain INSS

More information

Customer Lifetime Value Modelling

Customer Lifetime Value Modelling Rhino Risk Customer Lifetime Value Modelling Alan Lucas Rhino Risk Ltd. 1 Purpose of Talk To discuss the Customer Value paradigm, explaining how it can be used to optimize customer-level decisions Key

More information

Sample Result Statement Listing To achieve the company s Strategic Objective.

Sample Result Statement Listing To achieve the company s Strategic Objective. Page 18 President Sample Result Statement Listing To achieve the company s Strategic Objective. Manager, New Business Ventures To assist in achieving the company s Strategic Objective by providing management

More information

This document is intended educate you on the additional products as well as help you understand how these products can help your business.

This document is intended educate you on the additional products as well as help you understand how these products can help your business. RQ4 Integrated Solutions In addition to RQ4, iqmetrix is proud to offer you a variety of products that maximize your business potential. Coupled with RQ4, Integrated Solutions allow users to maximize information,

More information

Pricing Concepts. Essentials of 6 Marketing Lamb, Hair, McDaniel CHAPTER 19. Designed by Eric Brengle B-books, Ltd.

Pricing Concepts. Essentials of 6 Marketing Lamb, Hair, McDaniel CHAPTER 19. Designed by Eric Brengle B-books, Ltd. Pricing Concepts CHAPTER 19 Designed by Eric Brengle B-books, Ltd. Essentials of 6 Marketing Lamb, Hair, McDaniel Prepared by Deborah Baker Texas Christian University THE IMPORTANCE OF PRICE Discuss the

More information

Loyalty 2.0. New Ways to Engage and Reward Your Cardholders. Dan Caggiano April 2017

Loyalty 2.0. New Ways to Engage and Reward Your Cardholders. Dan Caggiano April 2017 Loyalty 2.0 New Ways to Engage and Reward Your Cardholders Dan Caggiano April 2017 Loyalty Landscape 2 Loyalty landscape fast facts What s in their wallets? Redemption is key to experience >1/5 2.3X More

More information

International Marketing Management. Topic 6. Branding Strategy and international product policy

International Marketing Management. Topic 6. Branding Strategy and international product policy International Marketing Management Topic 6. Branding Strategy and international product policy Trademark. A Trademark (Brand) is a name, term, sign, symbol, or any other feature that has the purpose of

More information

Topic 1 Marketing Concepts

Topic 1 Marketing Concepts Topic 1 Marketing Concepts What is Marketing? Marketing: the activity, set of institutions, and process for creating, communicating, delivering and exchanging offerings that have value for customers, client

More information

Cross-Segment Study on Marketing Tactics

Cross-Segment Study on Marketing Tactics ADP DEALER SERVICES Cross-Segment Study on Marketing Tactics A study of heavy equipment, motorcycle, marine, RV, and heavy truck dealers. December 2011 Introduction and Explanation In challenging economic

More information

total energy and sustainability management WHITE PAPER Utility Commercial Customer Engagement: The Five Analytics-Enabled Strategies that Matter Most

total energy and sustainability management WHITE PAPER Utility Commercial Customer Engagement: The Five Analytics-Enabled Strategies that Matter Most total energy and sustainability management WHITE PAPER Utility Commercial Customer Engagement: The Five Analytics-Enabled Strategies that Matter Most TABLE OF CONTENTS INTRODUCTION 3 Strategy #1: Target

More information

Adobe Certified Expert Exam Guide Exam number: 9A0-394

Adobe Certified Expert Exam Guide Exam number: 9A0-394 Adobe Certified Expert Exam Guide Exam number: 9A0-394 Revised 2 April 2015 ABOUT ADOBE CERTIFIED EXPERT EXAMS To be an Adobe Certified Expert is to demonstrate expertise in helping clients realize value

More information

IFRS 15: Revenue from Contract with Customers. Credibility. Professionalism. AccountAbility 1

IFRS 15: Revenue from Contract with Customers. Credibility. Professionalism. AccountAbility 1 IFRS 15: Revenue from Contract with Customers Credibility. Professionalism. AccountAbility 1 Agenda Overview Illustrations 2 Definition of revenue Revenue is the fair value of consideration received or

More information

Consumer Behavior. McGraw-Hill/Irwin. Copyright 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Consumer Behavior. McGraw-Hill/Irwin. Copyright 2012 by The McGraw-Hill Companies, Inc. All rights reserved. 06 Consumer Behavior McGraw-Hill/Irwin Copyright 2012 by The McGraw-Hill Companies, Inc. All rights reserved. Law of Diminishing Marginal Utility Utility is the satisfaction one gets from consuming a good

More information