Customer Equity Accelerator

How do marketing leaders unlock value? Laura Beaudin of Bain & Co. knows the statistically significant things that leaders do differently. Marketing leaders reorient their entire mindset to truly put the customer first. They break down silos. And CMOs no longer focus on funnel filling but instead curating lifetime customer conversations. Laura outlines three steps anyone can follow to transform their marketing and strike a balance between the math and the magic of marketing.  Learn more about your ad choices. Visit megaphone.fm/adchoices

Digital transformation begins with enhancing the customer experience. Peggy Winton knows this from personal experience at AIIM International, where she is currently President and CMO. She defines digital transformation in information terms and offers four key components of instituting organizational change around CLV. Winton believes that DX gains a powerful start in the marketing department. It’s all about relationship building and and the intelligence of the customers that provides the true value.  Learn more about your ad choices. Visit megaphone.fm/adchoices

If you’ve ever wondered how to build a business like Bezos, so did Bryan Eisenberg. His deep look into the four pillars of Amazon’s success became the book Be Like Amazon: Even A Lemonade Stand Can Do It and the focus on his business, Buyer Legends. In this episode, Bryan talks about an unshakeable focus on long-term customer value and demystifies the principles and practices of the world's most successful brands in delightfully clear terms.  Learn more about your ad choices. Visit megaphone.fm/adchoices

Dynamic speakers presenting unique lessons of customer lifetime value. Industry leaders engaging audience members through interactive panels. Those are just a few of the features from the 2018 Customer Centricity Conference, held May 17-18th at Wharton School’s San Francisco campus. Allison Hartsoe summarizes the Customer Centricity Conference events and its key points, including the core concepts of Customer Lifetime Value and how to transition your organization to focusing on building customer equity. Learn more about your ad choices. Visit megaphone.fm/adchoices

What does academia have to do with marketing and CLV? Academia is five to 10 years ahead of practical application, says Joe Megibow. Learn about his history with companies including American Eagle and Expedia digging into customer data and developing better attribution models. Hear about the challenge in getting an accurate picture of the customer when the number of touch points is exploding. And learn his model for what companies need to get started with CLV. Learn more about your ad choices. Visit megaphone.fm/adchoices

Customers are actively indicating how they wish to engage; you just have to find the signal. Bob McKinney, Head of Marketing at Batteries Plus Bulbs, has mastered finding it. Through a platform of smartly interconnected systems, his team arms the frontlines with the information they need to build strong relationships. From providing ranked CLV in real-time to being able to save bad customer experiences, Bob shares how CLV has provided a singular focus for Batteries Plus Bulbs’ tactics and relationships. Learn more about your ad choices. Visit megaphone.fm/adchoices

The charm of AI may have been kept alive by Hollywood, but Ash Dhupar knows its real-world application can have huge impact on the bottom line. As Chief Analytics Officer at Publishers Clearing House, he and his team utilize 180 algorithms to predict LTV with a 2-3% accuracy. By adding the laser focus of CLV as an objective, the application of machine learning and AI techniques help to point to the most powerful marketing channels by attribution, better optimizing marketing dollars. Learn more about your ad choices. Visit megaphone.fm/adchoices

There is no such thing as an average customer. While it’s easy to say the customer is the most important asset, few have spent time quantifying what that truly means.  Anthony Choe is one of those few. As Founder at private equity firm Provenance Digital, he uses Customer Lifetime Value as the primary lens for evaluating businesses. He explains how predictive CLV provides precision and allows both the investor and company to have a singular focus on the customer among all the data noise.  Learn more about your ad choices. Visit megaphone.fm/adchoices

What are you doing to make your top customers feel special? Neil Hoyne, Head of Customer Analytics at Google, explains the tangible value organizations can achieve with CLV, its impact, and concrete steps you can take. Neil shares how CLV delivers a clear signal of customer behavior and helps companies deliver experiences that drive business impact. He stresses the importance organizationally aligning the entire company.  Learn more about your ad choices. Visit megaphone.fm/adchoices

Martech disruption is all around us. Old tools and methods no longer work. Joe Stanhope, VP and Principal Analyst at Forrester Research, talks about the future of marketing technology in the Age of the Customer. Topics include the shift in thinking of martech as single applications, how to move from purchasing products piecemeal to a cohesive plan, how to rethink customer engagement, creating a road map, optimizing  your martech stack, and the impact you can achieve. Learn more about your ad choices. Visit megaphone.fm/adchoices

Adopting CLV can drive true transformation within a company. Zach Anderson, CAO at Electronic Arts, talks about how CLV shifted their data analytics and, by extension, the culture of the company. By aligning their CLV models to the right questions and desired outcomes, EA reduced marketing spend from 22% of revenue to less than 12% and enabled EA to develop its most successful game to date: Battlefield 1. In this episode, Anderson shares his four key points for actualizing your own transformation.  Learn more about your ad choices. Visit megaphone.fm/adchoices

Not every dollar is created equally. Dan McCarthy, Assistant Professor of Marketing at Emory Univ., talks about Customer Based Corporate Valuation (CBCV), which is at the heart of CLV Marketing. He shares how CBCV synthesizes marketing and finance, allowing marketers to speak the CFO’s language about the potential value being driven for the company. Customers are the metric of measurement for future revenue, allowing for more accurate predictive valuation.  Learn more about your ad choices. Visit megaphone.fm/adchoices

How much value can you create using better analytics? Jose Murillo, CAO at Banorte, talks about how his team generated 200x on their analytics investment following their core mandate: Increase customer equity. His group has produced value close to $1B in net income. Murillo talks about the six factors for success, including being set up as a profit center with targets and accountability, fostering relationships through the organization, and the passion that comes when an analytics team owns the results. Learn more about your ad choices. Visit megaphone.fm/adchoices

What is the difference between traditional market valuation and customer lifetime valuation? Sarah Toms, Senior Director of Wharton Interactive, talks about leveraging education technology to bring theories to life. The Customer Centricity Simulator puts the customer lifetime model into practice in a risk-free environment.  Want a chance to participate in the Customer Centricity Simulation? Sarah will be onsite at the Customer Centricity Conference May 17-18 in San Francisco to run the simulation.  Learn more about your ad choices. Visit megaphone.fm/adchoices

What is the fundamental unit of value to a business? It turns out it’s the customer. Artem Mariychin, CEO of Zodiac Metrics, joins Allison Hartsoe to explain why companies should care about calculating Customer Lifetime Value (CLV), how to establish an accurate CLV formula, and the positive business impact organizations can drive. Artem outlines how through having the right information and a data-driven approach to the customer, companies are able to increase their ROI and make better business decisions.  Learn more about your ad choices. Visit megaphone.fm/adchoices

When everybody owns the customer, no one owns the customer. Diane Magers, CEO of the CXPA, shares the importance of the Customer Experience Officer (CXO) to an organization and how the rise of the CXO can drive better business results. Customer experience (CX) in relation to customer equity acceleration: If analytics explains what is happening, then CX explains why it’s happening. CXOs can shepherd change to better fulfill the unmet needs of a company’s biggest asset: the customer.  Learn more about your ad choices. Visit megaphone.fm/adchoices

Most companies understand that they need to be customer centric, but they still operate in the very product centric way. Host Allison Hartsoe interviews Jaime Colmenares, the director of the Americas, customer strategy and analytics at eBay about how eBay cuts across silos to better understand buyers and sellers and use the knowledge to improve business performance. He provides quick checks to let listeners know their true product v. customer mindset and explains how customer centric companies behave.  Learn more about your ad choices. Visit megaphone.fm/adchoices

How do companies ultimately benefit when they achieve customer centric maturity? Pete Fader, Professor of Marketing at the Wharton School, talks about the differences between product-centric thinking and customer-centric thinking. Learn about Pete’s four steps to CLV marketing: identify the value the customer, find ways to enhance their value, execute in a way where people want to share that value, and grow the value per acquisition. Learn more about your ad choices. Visit megaphone.fm/adchoices

Host Allison Hartsoe continues her interview with data analytics legend Bob Page, who offers key tactics for setting up a data framework and how to use it to get results. He talks about the impact you can get from data, and advises companies to focus on generating revenue before cost savings. He shares his strategy for building a data framework, including an inventory of systems, consolidating data points, and pulling in data from external events that impact your business such as weather or exchange rates. Learn more about your ad choices. Visit megaphone.fm/adchoices

We take for granted that we can track and measure every piece of data. Big data guru Bob Page takes us back to a time before enterprise class web analytics were a thing. Bob shares his experience founding analytics firm Accrue, owning analytics at Yahoo & eBay, and building Hortonworks. Bob talks about working with large data sets, how the Search team at Yahoo developed Hadoop, and how he used data to support decision making at Yahoo and eBay, including an ROI model to calculate data program investments. Learn more about your ad choices. Visit megaphone.fm/adchoices