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CAC White Papers and Presentations.
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Understanding Customer Value
Presented January 16th, 2004 at DMA by Brad Rukstales
Customer value, sometimes called customer lifetime value, can serve many roles within an organization. It can be used for identifying high-value customers for special treatment or program, for understanding the profitability of different customer groups or segments, and for assessing the overall "health" of a customer portfolio. This article examines the many facets of measuring customer value, developing and deploying marketing strategies based in the appropriate application of customer value.