Merkle (www.merkle.com), a leading technology-enabled, data-driven performance marketing agency, announced that it has released a new report, Measuring Long-Term Customer Value in the Digital Era. In today’s business environment, where customers and the interactions they make with others are hyper-connected, this report details how to better measure customer value using customers’ digital and social potential.
“In our digital world, the computation of customer lifetime value should no longer be evaluated using customer transactional data alone,” said Ajay Manglani, vice president at Merkle. “Studying customers’ digital interactions can be far more important (and effective) in capturing and measuring customer value. It’s time marketers learn how to measure that potential to gain competitive advantage today.”
By attending the complimentary webinar, on Thursday, July 20 at 11:00 a.m. ET, marketers can learn more about why organizations need to think beyond the traditional customer lifetime value, and rather adopt a holistic approach to measuring customer value, The webinar, How do you know your customers love you…let me count the ways, will be led by Merkle speakers, Ajay Manglani and Scott Nuernberger, vice president, measurement and attribution practice leader. The following strategies will be explored:
- Think and measure customer value beyond just the CLV measurement
- Shift towards marketing and measuring customers’ digital interactions
- Create more effective digital and marketing strategies by focusing on customers with high digital value
- Measure the customer value results in near real-time, and then evolve marketing tactics with the confidence of knowing the real customer value