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Customer Lifetime Value

Lifetime Value and Online Marketing

Title: Lifetime Value and Online Marketing
URL: http://www.rimmkaufman.com/rkgblog/2009/04/23/lifetime-value-and-online-marketing/
Printed: March 14, 2010
Source: The Rimm-Kaufman Group Blog, info@rimmkaufman.com

New customers may have more value than you think. Some old and new ideas for measuring the true value of new customers, and how this might impact your online marketing targets.

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Demand channel vs. Transaction Channel

Title: Demand channel vs. Transaction Channel
URL: http://www.rimmkaufman.com/rkgblog/2007/01/17/demand-channel-vs-transaction-channel/
Printed: March 14, 2010
Source: The Rimm-Kaufman Group Blog, info@rimmkaufman.com

If you’re not tracking key customer metrics by both demand channel and transaction channel, make that analysis a priority for this month. It will spark ideas and reveal possible opportunities.

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Recent Comments

  • Lance: George - Thanks so much for the interview and the kind words. Jake - We have seen the gains from our tests hold up. But I am sensitive to...
  • Andrew@BloggingGuide: I liked what he said: our approach is to never be satisfied, and always seek incremental improvement. This is absolutely true...
  • Jake Minturn: Great interview! One thing I am curious about, and I’d love to get Lance’s take on this, is if these boosts in conversion...
  • Bob: Would your call center stop answering sales calls because they’ve reached their budgeted labor for the month? This is considered...
  • David: Great post George, nice to see technology story telling alive. Kept me gripped and v interesting.
  • Rex Dixon: @George - That is too bad to hear. I don’t believe we have any PPC test results on our site currently.
  • George Michie: Ken, You’re absolutely right if the CR difference between A and B is small (2 or 3%) the odds of A running the table...
  • Ken Truman: Shay - I definitely think the same logic applies to day of week analysis. George - That’s an extremely interesting way of...
  • George Michie: Hi Laurence, We think folks spend far too much time worrying about mythical penalties. The account QS is dominated by the QS on your...
  • Laurence: Hi George, Thank you for the enlightening post. You’ve sold me on how important the long tail is so over the past few weeks...
  • Billy Wolt: take-away: Make sure you are bidding on your brand, broad topic, and specific model keywords :)
  • George Michie: Thanks for the kind words Lance and Bryan. Andy, I feel your pain. I meant to include a section on why site exclusions didn’t...
  • Algernon: Yay for yahoo! Just in time for them to shut it all down and hand the keys to Microsoft. Sorry, as an advertiser who got hammered for...
  • Bryan: Excellent post, George! Now lets cross our fingers that the folks at Microsoft give us the ability to adjust bids by syndication partner...
  • Lance: Brilliant post, George. Here’s hoping things pan out this way and everyone wins.

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