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The Age Of Customer Equity
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Book Synopsis The Age of Customer Equity: Data-Driven Strategies to Build a Sustainable Company by : Allison Hartsoe
Download or read book The Age of Customer Equity: Data-Driven Strategies to Build a Sustainable Company written by Allison Hartsoe and published by Dataforge Press. This book was released on 2021-10-19 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: Every Customer Is Unique For many companies, large and small, customer data is a noisy mess. There are problems across the ecosystem from partners to page views and from KPIs to campaign tracking. The biggest problem is not the technical data silos but our inability to hear the humans behind the data, In The Age of Customer Equity, Allison Hartsoe helps you cut through the noise and gives you the tools you need to humanize your data to connect to the right customers at the right time. Interviews with customer-centric data leaders and case studies shine a light on the successes and struggles of data analytics leadership to give you a sense of reality and arm your strategic thinking. Hartsoe teaches you how to: Uncover customer behavior, identify opportunities to amplify marketing ROI, and optimize your opportunity costs Alight your teams to clear hurdles and create long-term 9- and 10-figure gains Spot the largest vulnerabilities in your company, diagnose what you need, and build a journey to a more powerful customer-centric future
Book Synopsis The Age of Customer Equity by : Allison Hartsoe
Download or read book The Age of Customer Equity written by Allison Hartsoe and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: For many companies, large and small, customer data is a noisy mess. There are problems across the ecosystem from partners to page views and from KPIs to campaign tracking. But the biggest problem is not the technical data silos but the human ones. In The Age of Customer Equity, Allison Hartsoe helps you cut through the noise and gives you the tools you need to humanize your customer data to connect to the right customers at the right time. The interviews with customer-centric data leaders and case studies will shine a light on the successes and struggles of data analytics leadership to give you a sense of reality and arm your strategic thinking. Hartsoe teaches you how to: Uncover customer behavior, identify opportunities to amplify marketing ROI, and optimize your opportunity cost ; Align your teams to clear hurdles and create long-term nine and 10-figure gains ; Spot the largest vulnerabilities in your company, diagnose what you need, and build a journey to a more powerful customer-centric future.
Book Synopsis Driving Customer Equity by : Roland T Rust
Download or read book Driving Customer Equity written by Roland T Rust and published by Free Press. This book was released on 2000-06-27 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In their efforts to become more customer-focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their product-centered view of the world. Now, to ease this shift to a customer focus, marketing strategy experts Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon have created a dynamic new model they call "Customer Equity," a strategic framework designed to maximize every firm's most important asset, the total lifetime value of its customer base. The authors' Customer Equity Framework yields powerful insights that will help any business increase the value of its customer base. Rust, Zeithaml, and Lemon introduce the three drivers of customer equity -- Value Equity, Brand Equity, and Retention Equity -- and explain in clear, nontechnical language how managers can base their strategies on one or a combination of these drivers. The authors demonstrate in this breakthrough book how managers can build and employ competitive metrics that reveal their company's Customer Equity relative to their competitors. Based on these metrics, they show how managers can determine which drivers are most important in their industry, how they can make efficient strategic trade-offs between expenditures on these drivers, and how to project a financial return from these expenditures. The final section devotes two chapters to the Customer Pyramid, an approach that segments customers based on their long-term profitability, and an especially important chapter examines the Internet as the ultimate Customer Equity tool. Here the authors show how companies such as Intuit.com, Schwab.com, and Priceline.com have used more than one or all three drivers to increase Customer Equity. In this age of one-to-one marketing, understanding how to drive Customer Equity is central to the success of any firm. In particular, Driving Customer Equity will be essential reading for any marketing manager and, for that matter, any manager concerned with growing the value of the firm's customer base.
Book Synopsis Customer Equity Management by : Roland T. Rust
Download or read book Customer Equity Management written by Roland T. Rust and published by Prentice Hall. This book was released on 2005 with total page 552 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book includes a practical framework with applied cases, and award-winning research.
Book Synopsis Customer Equity by : Julian Villanueva
Download or read book Customer Equity written by Julian Villanueva and published by Now Publishers Inc. This book was released on 2007 with total page 109 pages. Available in PDF, EPUB and Kindle. Book excerpt: Customer Equity reviews current models, offers a typology, and examines the fundamental question of whether a customer equity orientation can put a firm in a competitive advantage to other firms.
Book Synopsis Managing Brand Equity by : David A. Aaker
Download or read book Managing Brand Equity written by David A. Aaker and published by Simon and Schuster. This book was released on 2009-12-01 with total page 334 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
Book Synopsis The Customer Centricity Playbook by : Peter Fader
Download or read book The Customer Centricity Playbook written by Peter Fader and published by University of Pennsylvania Press. This book was released on 2018-10-30 with total page 136 pages. Available in PDF, EPUB and Kindle. Book excerpt: A 2019 Axiom Business Award winner. In The Customer Centricity Playbook , Wharton School professor Peter Fader and Wharton Interactive's executive director Sarah Toms help you see your customers as individuals rather than a monolith, so you can stop wasting resources by chasing down product sales to each and every consumer.
Book Synopsis Back to the Future: Using Marketing Basics to Provide Customer Value by : Nina Krey
Download or read book Back to the Future: Using Marketing Basics to Provide Customer Value written by Nina Krey and published by Springer. This book was released on 2017-12-06 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This proceedings volume presents timely research and insights on the advancement of marketing’s basic premise—providing greater levels of customer value. In recent years, both marketing scholars and practitioners have witnessed great advancements in technology and methodologies associated with big data, with location-based marketing centered on mobile apps and the real-time tracking of consumer behavior, and with innovations and enhancements in communications utilizing the continually growing presence of social media. Featuring the full proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference held in Coronado Island, California, this volume provides ground-breaking research from scholars and practitioners from around the world that will help marketers in providing value for companies, consumers and society. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Book Synopsis Customer Equity by : Robert C. Blattberg
Download or read book Customer Equity written by Robert C. Blattberg and published by Harvard Business Press. This book was released on 2001 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: What's a customer worth? The company that can answer this question precisely is the company with an edge in the customer-based, technology - and information - intensive economy of today. But how can an asset as intangible as customer value be measured? This book provides a solution: a fully developed, highly practical new marketing system for measuring and managing customer value as a financial asset - a system uniquely suited to today's rapidly changing, increasingly digital marketplace. Along with strategic and tactical guidance, Customer Equity provides precise metrics for evaluating a business more effectively and improving performance - the "activity-based management" of a company's marketplace. The authors present a new framework for structuring go-to-market activities that links those activities to useful metrics and allows better-informed marketing decisions.
Download or read book Converted written by Neil Hoyne and published by Penguin. This book was released on 2022-02-22 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: When the world’s biggest brands want to sharpen their digital marketing strategy, they call Neil Hoyne – Google’s Chief Measurement Strategist and Senior Fellow at the Wharton School. In his first book, he offers a simple, research-backed playbook that anyone can use to find their best customers and develop relationships that last. Under pressure for quick results and facing fierce marketplace competition, too many marketers are boxed into spaghetti-to-the-wall forms of digital marketing that limit the potential of their long hours, countless experiments, and warehouses of data. And in the end, they watch their competition sprint ahead. But what if you built a business around long-term relationships with customers, using data to understand who they are, what they need, and where to find more customers just like them? You can. And you’ll leave your competitors, with all of their data and their short-term thinking, to poke around in the scraps. In Converted, you will learn how to: • Understand the full value of each relationship • Engage in an ongoing conversation with your best customers • Ask the right questions so you can anticipate your customers’ needs • Find more great customers A real person is always on the other end of the transaction. Converted shows you how to win their hearts.
Download or read book Absolute Value written by Itamar Simonson and published by Harper Collins. This book was released on 2014-02-04 with total page 189 pages. Available in PDF, EPUB and Kindle. Book excerpt: Going against conventional marketing wisdom, Absolute Value reveals what really influences customers today and offers a new framework—the Influence Mix, a totally new way of thinking about consumer decision making and marketing, and about developing more effective business strategies. How people buy things has changed profoundly—yet the fundamental thinking about consumer decision-making and marketing has not. Most marketers still believe that they can shape consumers’ perception and drive their behavior. In this provocative book, Stanford professor Itamar Simonson and bestselling author Emanuel Rosen show why current mantras are losing their relevance. When consumers base their decisions on reviews from other users, easily accessed expert opinions, price comparison apps, and other emerging technologies, everything changes. Absolute Value answers the pressing questions of how to influence customers in this new age. Simonson and Rosen point out the old-school marketing concepts that need to change and explain how a company should design its communication strategy, market research program, and segmentation strategy in the new environment. Filled with deep analysis, case studies, and cutting-edge research, this forward-looking book provides a totally new way of thinking about marketing.
Book Synopsis Global Brand Strategy by : Jan-Benedict Steenkamp
Download or read book Global Brand Strategy written by Jan-Benedict Steenkamp and published by Springer. This book was released on 2017-01-03 with total page 331 pages. Available in PDF, EPUB and Kindle. Book excerpt: Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.
Book Synopsis Proceedings of MAC 2017 by : group of authors
Download or read book Proceedings of MAC 2017 written by group of authors and published by MAC Prague consulting. This book was released on 2017-12-06 with total page 442 pages. Available in PDF, EPUB and Kindle. Book excerpt: International Academic Conference on Education, Teaching and Learning in Prague 2017 and International Academic Conference on Management, Marketing and Economics in Prague 2017 and International Academic Conference on Transport, Tourism and Sport Science in Prague 2017
Book Synopsis Customer Lifetime Value by : David Bejou
Download or read book Customer Lifetime Value written by David Bejou and published by Routledge. This book was released on 2013-04-03 with total page 157 pages. Available in PDF, EPUB and Kindle. Book excerpt: Get the competitive edge by effectively managing customer lifetime value The customer lifetime value (CLV) concept is extensively changing the way today’s business is managed. A student or practitioner needs to understand CLV to best gain the competitive edge in business. Customer Lifetime Value: Reshaping the Way We Manage to Maximize Profits is a text that shows in detail how managers and researchers can best use CLV to a business’s advantage. This valuable resource explores various practical approaches to the measurement and management of customer value that focus on maximizing profitability and growth. Leading thinkers discuss how to leverage CLV in all aspects of business, including customer management, employee management, and firm valuation. Everyone needing to prepare a business for success in the future should read this book. Most books on the subject only cover separate components of CLV and are typically limited to targeting for direct response marketing. Customer Lifetime Value presents all components, cohesively putting them together into an understandable functioning whole. This source prepares forward-looking managers and researchers for the inevitable change and provides strategies to gain and sustain the competitive advantage. Topics in Customer Lifetime Value include: leveraging the customer database to maximize CLV using CLV in customer segmentation customer divestment using CLV in firm valuation setting up an organization designed to maximize CLV much more! Customer Lifetime Value: Reshaping the Way We Manage to Maximize Profits is essential reading for practitioners in the areas of customer satisfaction, loyalty, CRM, and direct response, as well as academics in the service marketing area.
Author :collective of authors Publisher :Czech Institute of Academic Education ISBN 13 :808820304X Total Pages :343 pages Book Rating :4.0/5 (882 download)
Book Synopsis Proceedings of IAC in Vienna 2017 by : collective of authors
Download or read book Proceedings of IAC in Vienna 2017 written by collective of authors and published by Czech Institute of Academic Education. This book was released on 2017-11-20 with total page 343 pages. Available in PDF, EPUB and Kindle. Book excerpt: International Academic Conference on Global Education, Teaching and Learning and International Academic Conference on Management, Economics, Business and Marketing and International Academic Conference on Transport, Logistics, Tourism and Sport Science. Vienna, Austria 2017 (IAC-GETL + IAC-MEBM 2017 + IAC-TLTS 2017), November 24 - 25, 2017.
Book Synopsis Customer Centricity by : Peter Fader
Download or read book Customer Centricity written by Peter Fader and published by . This book was released on 2012 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt: Not all customers are created equal. Despite what the tired old adage says, the customer is not always right. Not all customers deserve your best efforts: in the world of customer centricity, there are good customers...and then there is pretty much everybody else. Upending some of our most fundamental beliefs, renowned behavioral data expert Peter Fader, Co-Director of The Wharton Customer Analytics Initiative, helps businesses radically rethink how they relate to customers. He provides insights to help you revamp your performance metrics, product development, customer relationship management and organization in order to make sure you focus directly on the needs of your most valuable customers and increase profits for the long term.
Book Synopsis Connective Branding by : Claudia Fisher
Download or read book Connective Branding written by Claudia Fisher and published by John Wiley & Sons. This book was released on 2010-04-01 with total page 380 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book bridges the gap between strengthening the ‘employee brand’ and the building ‘external brand image’ by synthesizing the two approaches. The result is a blurring of the boundaries and assigning creative powers to both. A customer has a number of interactions with the company, and each of these interactions has an impact on the brand equity account – either positive or negative. Examples of interactions include: the product itself, the purchasing process, the consumption experience, the ‘face’ of the organization, the call center, media etc. The real issue for the company is how to translate the optimized ‘ideal’ customer journey into effective company programmes, how to track their progress and their actual impact on brand equity, customer satisfaction and loyalty. This book takes a holistic view to brand management and distills this complex system into palatable chunks, involving all functions of the company. The book demonstrates the effect of an organization that facilitates and rewards employee brand commitment on ‘external brand equity (eg: customer satisfaction and loyalty) and ‘internal brand equity’ (eg: product improvement and innovation potential resident in the organization). While the more obvious benefits of this approach include the usual suspects such as increased sales and revenues, less obvious benefits include employee stress reduction through the elimination of tensions and incongruity between external and internal value systems. The result is a significant contribution to creativity, brand commitment, overall employee satisfaction and, finally, a company’s ability to attract and retain talent. The above is achieved via a very practical, step-by-step guide, lavishly illustrated with case studies from over 100 fascinating brands (the authors have researched and surveyed companies such as: Aer Lingus, BMW, BP, Deutsche Bank, Ducati, Edun, Google, innocent drinks, Lacoste, Lego, Manner, Maggi, Orange, Old Mutual, Rabobank, Sony, SOS Childrens Villages, Siemens, Thomas Sabo, TED/United, TUI, UBS, Vauxhall, Wal-Mart, Wikimedia, any many more) the authors are able to paint a very real picture of the issues facing business and provide powerful solutions. Refreshingly, this book draws on examples from across the globe, giving the book cultural depth. Each case helps demonstrate the arguments put forward by the authors. After reading this book the audience should be able to answer the following questions: How can I build a strong brand? Where do I start? Which analyses do I have to conduct? Who needs to be involved? How can I make sure every part of the organisation lives the brand? How can I revive the brand ? How can I create a new and relevant connection between the brand and key target audiences? How can I develop and expand the brand? How can future orientation become part of the brand? How can I best structure the brand portfolio? Which role should each of the brands adapt in order to optimise results? How do I best manage the brand? How do I cultivate and empower brand enthusiasts in the organisation? How do I foster and leverage networked collaboration?
