Managing the customer lifetime value CLV customers lifetime

Managing the customer lifetime value - CLV (customers lifetime value) Elective course Sloev Igor

What does CLV give us? n n n Measuring the efficiency of marketing actions. Evaluating the long-run profitability of different customer groups. Market segmentation and the allocation of marketing resources for customer acquisition and retention, and crossselling. Many companies (such as Harrah’s, IBM, Capital One, LL Bean, ING, and others) are routinely using CLV as a tool to manage and measure the success of their business.

Main topics n n . CLV among other indicators (RFM, CP, …). When CLV-methods are useful and efficient? What information do we need to estimate CLV? What do we really have? How to cover a gap? Practical estimation of CLV and CLV usage in corporations.

Course Information n n Course is in English. Spring term 2011/2012. 28 lectures hours + 12 seminar hours. Quizzes in class on theory and methods of CLVevaluation. Take home quiz on a practical evaluation of CLV using MS Excel.