Customer Analytics Part II

Abstract

As a precursor to understanding and applying customer management concepts, it is necessary to define measures or metrics of marketing activities and their outcomes. This chapter reviews traditional marketing metrics and introduces various primary customer-based metrics for acquisition and customer activity measurement, before it explains some popular customer-based metrics. Some of the primary customer-based metrics introduced in this chapter form the inputs to derive customer value—the key metric that drives decision making in the age of data-based marketing.