Rethinking COA, Customer Lifetime

Think With Google, Friday, November 30, 2012 1:29 PM
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Measuring the cost of acquisition against the long-term customer value is no longer enough, according to Leonard M. Lodish. The leader of the Wharton global consulting practice and marketing professor explains why and presents an alternative approach, such as analyzing disaggregate data that marries how customers were acquired to how much they plan to purchase over time.

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