Customer Lifetime Value: The Type of ROI Worth Caring About
Marketing literature is rife with methodologies and theories on increasing a company’s return-on-investment. Norbert Schumacher, Ph.D., director of loyalty research, Maritz Loyalty Marketing, suggests using Customer Lifetime Value (CLV), a measurement of customers’ time-discounted cash flow over the customer lifetime.
Author:
Norbert Schumacher
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