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Idea from Austin Mitchell

Title

How to Identify Customers Who Cost More Than They're Worth

Summary

I'd like to talk about how the master data management aspect of Epsilon's customer data platform can help brands identify customers who cost more than the revenue they generate. One example would be customers who overuse support services far in excess of the products they purchase. Calculating customer lifetime value against these (often hidden) costs will help marketers target customers who offer optimal value.

Author

Austin Mitchell

Keywords

  • Customer lifetime value
  • customer costs
  • custom acquisition costs
  • master data management
  • Links

  • https://hbr.org/1998/11/business-marketing-understand-what-customers-value