Future customer value and modern marketing experiments
In this session, we’re visited by Professor Eric M. Schwartz from the University of Michigan Ross School of Business. Professor Schwartz's expertise focuses on predicting customer behavior, understanding its drivers, and examining how firms actively manage their customer relationships through interactive marketing.
In today’s session, Professor Schwartz will explain how retail marketers can go about testing, learning, and solving for the following questions:
- Looking at my customer base, how much value can I expect?
- How should I decide which of my existing customers to target? (And with what?)
- How should I allocate my budget to best acquire new customers?
If you want to listen to this conversation on the go, subscribe to the Custora Time podcast for audio-only webinar replays on all major podcast platforms: iTunes / Spotify / Google Podcasts / Stitcher.