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Comparison Between Customer Lifetime Value (CLV) and Traditional Measurement Tools of Customer Value

  • Monica Talaba

    ()

    ("Dimitrie Cantemir" Christian University)

Registered author(s):

    The ability to accurately predict the value of the customers of a company has huge impact on the capacity to make intelligent decisions. Knowing the individual value of each customer allows the identification of the most profitable customers and directing marketing spend towards them. This study analysis the benefits of a relative recent metric, customer lifetime value in opposition with more traditional metrics: RFM analysis, SOW, PCV, CPA. Towards these, customer lifetime value CLV is more efficient in selecting profitable customers.

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    File URL: http://orizonturi.ucdc.ro/arhiva/2013_khe_2_pdf/khe_vol_5_iss_1_189to192.pdf
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    File URL: http://orizonturi.ucdc.ro/arhiva/2013_khe_2_pdf/khe_vol_5_iss_1_189to192.pdf
    Download Restriction: no

    Article provided by Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest in its journal Knowledge Horizons - Economics.

    Volume (Year): 5 (2013)
    Issue (Month): 2 (June)
    Pages: 189-192

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    Handle: RePEc:khe:journl:v:5:y:2013:i:2:p:189-192
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