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Customer life cycle and CLV

Understanding the customer life cycle and calculating customer lifetime value (CLV)

The customer life cyle and models to calculate the customer lifetime value (CLV). The customer life cycle comes from the practice of CRM where it's traditionally used to map the different stages a customer goes...
Marketing ROI

Marketing ROI: the need to integrate around the customer

Marketing ROI and marketing measurement serve the business and the customer. In an interview with marketing ROI expert Jim Lenskold at the occasion of one of the events we organized, Jim explains his take on...
Gianfranco Cuzziol - right - at one of i-SCOOP's events

A (good) data-driven business is a customer-centric business

The days when marketers could make decisions solely based on intuition or gut feeling are over. Nowadays, they must measure everything that matters from the perspective of return and certainly the perspective of the...