19 Dec Marketing Metrics and Marketing Analytics
How are marketing metrics and marketing analytics related? This post provides a quick summary of the differences between these two essential pieces of the marketing function....
CLV
01 May Customer Acquisition Cost – May’s Free MBTN Tutorial
Customer Acquisition Cost (CAC) is a crucial metric that managers can use to better understand the cost of growing revenues through obtaining new customers. Learn more about CAC in this month's free MBTN tutorial!...
24 Dec Customer Acquisition Cost – New MBTN Module
Posted at 15:56h
in Certification, CLV, Entrepreneurship, Marketing, Marketing Analytics, Online Education 0 Comments
The cost for a company to acquire a customer and how that cost compares to that customer's expected Customer Lifetime Value is a fundamental question for the success of a business model. This module will explain how to calculate and use CAC and the CLV to CAC ratio to improve business performance....
29 Aug MASB and the Essential Role of Marketing
Marketing should be more financially accountable to the business. This is the main point of Bill Harvey's article and interview with Joanna Seddon, who leads the Marketing Accountability Standards Board (MASB)....
01 Jun RFM Analysis – June’s Free Tutorial
RFM analysis is a great and quick way to categorize your customers. Ultimately, the goal of using these different measures is to place your customers into groups that your company may want to treat differently. Check out June's free MBTN Academy tutorial!...
11 Feb Coursera Marketing Analytics
Posted at 09:34h
in Certification, CLV, Higher Ed, Marketing, Marketing Analytics, Online Education 0 Comments
One of the more popular free learning opportunities on Coursera is Raj Venkatesan's course on Marketing Analytics. Learn more about this course as well as MBTN's role in its original design and follow-on content in this blogpost....
17 Aug Loyalty Programs, CLV, and RFM
In a recent INFORMS Marketing Science article, Arun Gopalakrishnan of Rice University and his colleagues completed a study based on a national hair salon regarding the impact of a simple loyalty program. The big surprise to Professor Gopalakrishnan was that the loyalty program "didn’t increase the value of this program by getting people to go to the stores more often or spend more money on their visits, the main upside of the program was it got people to stick around with the firm as opposed to walking out and taking their business to other competitors."...