Through practical examples and case studies, you'll learn a rigorous yet simple approach to estimating the lifetime value of your customers?and how you can use that information to make better tactical and strategic decisions. You'll learn how customer value calculations impact customer acquisition, service, retention, and segmentation?as well as strategic M&A and alliance decisions.

Whether you're a CxO, line-of-business manager, marketer, analyst, or investor, Managing Customers as Investments will help you focus your resources where they'll deliver maximum value.

Key takeaways include

• Customers are assets
• How to calculate the value of customers in a simple way
• How the value of customers provides the basis for marketing strategy and planning
• The importance of balancing the value of the customer to the firm with the value the firm provides to the customer
• How to use the value of the customer as a basis for firm valuation and M&A decisions
• The implications for organization and incentive structure and the limitations of product and brand management
• How to link customer value to business value
• Practical techniques for CxOs, line-of-business managers, marketers, financial analysts, and investors
• How to make better decisions about marketing, partnerships, and organizational structure
• Easy-to-use metrics and real-world case studies

What your customers are really worth: crucial knowledge for better strategic and tactical decision-making

How can you find out, without endlessly complex modeling? And after you know, what should you do with that knowledge?

Managing Customers as Inves...

What's a customer really worth? Can you find out, without endlesslycomplex modeling? And once you know, what should you do with thatknowledge? Managing Your Customers as Investments has the answers.You'll learn simple ways to get reliable customer value information--ina form you can use. You'll discover how to use it to measure marketingeffectiveness, generate improvements throughout the entire customerrelationship lifecycle, and improve decision-making. Everyone tells youto manage your business around customers. This book gives you the toolsto do it.

What's a customer really worth? Can you find out, without endlesslycomplex modeling? And once you know, what should you do with thatknowledge? Managing Your Customers as Investments has the answers.You'll learn simple ways to get reliable customer value information--ina form you can use. You'll discover how to use it to measure marketingeffectiveness, generate improvements throughout the entire customerrelationship lifecycle, and improve decision-making. Everyone tells youto manage your business around customers. This book gives you the toolsto do it.