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  • Metrics: What Does A Marketing Manager Manage?

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    Gks06
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    The document discusses metrics for managing customers as assets in a digital world. It emphasizes that customers are the most important asset to manage. Key metrics for measuring customer asset value include customer lifetime value and customer equity, which is the sum of all individual customer lifetime values. Properly managing customers involves metrics for acquisition, retention, growth, and termination or win back across the customer lifecycle. The goal is to learn more about customers than competitors to better create, communicate, deliver, and capture value for customers.

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    Metrics

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    The document discusses metrics for managing customers as assets in a digital world. It emphasizes that customers are the most important asset to manage. Key metrics for measuring customer asset value include customer lifetime value and customer equity, which is the sum of all individual customer lifetime values. Properly managing customers involves metrics for acquisition, retention, growth, and termination or win back across the customer lifecycle. The goal is to learn more about customers than competitors to better create, communicate, deliver, and capture value for customers.

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    7 views2 pages

    Metrics: What Does A Marketing Manager Manage?

    Uploaded by

    Gks06
    The document discusses metrics for managing customers as assets in a digital world. It emphasizes that customers are the most important asset to manage. Key metrics for measuring customer asset value include customer lifetime value and customer equity, which is the sum of all individual customer lifetime values. Properly managing customers involves metrics for acquisition, retention, growth, and termination or win back across the customer lifecycle. The goal is to learn more about customers than competitors to better create, communicate, deliver, and capture value for customers.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    of 2

    Metrics

    for
    Managing Customers as Assets in a Digital World

    What does a marketing manager manage?

    Customers!

    customer Machine
    inputs
    1 2

    Customers – Money Making Machines! Assets

    Customer as an Asset

    Metric for the asset value

     Customer lifetime value


     Customer Equity = Sum of CLVs

    What is the work involved in managing customers?

    1
    Acquisition Retention Growth Termination Win back

    How many? Defection/ Share of Unprofitable Win back


    Retention rate customer wallet customers customers at risk
    What type?
    Profitability - Cross sell Examples Win back lost
    What acquisition Price realised customers
    cost? and cost to serve Up sell Best Buy
    Airtel
    Conversion rate/ Switching/Exit Jio – price
    Hit rate? barriers increase

    Learning about customers better than competitors


    Creating, communicating, capturing and delivering value to customers

    Previously metrics based on market and products, now customer-base and profits

    Hi

    Major
    Fin Accounts Interpersonal
    Customer
    Information

    FMCG Niche Impersonal


    Lo
    Standard Customised
    Value Proposition

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