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The Case For Customer Lifetime Value - Why Is This So Hard? | Daniel McCarthy | CMO Confidential |
Manage episode 412724043 series 3473432
A CMO Confidential Interview with Dr. Daniel McCarthy, Assistant Professor of Marketing at Emory's Goizueta Business School. Dan discusses how marketing has recently taken its knocks, why he created a CLTV class, how companies can start developing their own models, and how customer math can be used to increase marketing accountability. Key topics include: why it is challenging to agree on key modeling variables like acquisition cost; how CLTV can bridge the translation gap between marketers and finance; and why business schools are slow to evolve. Tune in to hear Warby Parker and Wayfair case studies.
#customerlifetimevalue #marketing #marketingdata
00:00 Welcome to CMO Confidential: Inside the World of Chief Marketing Officers
00:40 Introducing Dr. Dan McCarthy: The Genius Behind Customer Lifetime Value
01:38 The Marketing Landscape: Challenges and Changes in the Digital Age
03:46 Deep Dive into Customer Lifetime Value (CLV) with Dr. McCarthy
06:20 The Practicalities of CLV: From Theory to Application
12:20 The Journey of Creating a CLV Course: Inspiration and Impact
14:10 The Slow Evolution of Business School Curriculums in the Digital Era
18:45 CLV in Practice: Warby Parker Case Study
24:56 The Importance of Language and Disclosure in Marketing
27:44 Advice for Marketers: Embracing Financial Acumen
30:22 Compensation and Accountability in Marketing Departments
36:58 Dan McCarthy's Personal Anecdotes and Final Thoughts
Linkedin: CMOConfidential
Spotify: https://open.spotify.com/show/1MzXYx0wRB3thgZitlfJoS?si=406b1b98eca6470f
Apple Podcast: https://podcasts.apple.com/us/podcast/cmo-confidential/id1668226567
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
84 tập
Manage episode 412724043 series 3473432
A CMO Confidential Interview with Dr. Daniel McCarthy, Assistant Professor of Marketing at Emory's Goizueta Business School. Dan discusses how marketing has recently taken its knocks, why he created a CLTV class, how companies can start developing their own models, and how customer math can be used to increase marketing accountability. Key topics include: why it is challenging to agree on key modeling variables like acquisition cost; how CLTV can bridge the translation gap between marketers and finance; and why business schools are slow to evolve. Tune in to hear Warby Parker and Wayfair case studies.
#customerlifetimevalue #marketing #marketingdata
00:00 Welcome to CMO Confidential: Inside the World of Chief Marketing Officers
00:40 Introducing Dr. Dan McCarthy: The Genius Behind Customer Lifetime Value
01:38 The Marketing Landscape: Challenges and Changes in the Digital Age
03:46 Deep Dive into Customer Lifetime Value (CLV) with Dr. McCarthy
06:20 The Practicalities of CLV: From Theory to Application
12:20 The Journey of Creating a CLV Course: Inspiration and Impact
14:10 The Slow Evolution of Business School Curriculums in the Digital Era
18:45 CLV in Practice: Warby Parker Case Study
24:56 The Importance of Language and Disclosure in Marketing
27:44 Advice for Marketers: Embracing Financial Acumen
30:22 Compensation and Accountability in Marketing Departments
36:58 Dan McCarthy's Personal Anecdotes and Final Thoughts
Linkedin: CMOConfidential
Spotify: https://open.spotify.com/show/1MzXYx0wRB3thgZitlfJoS?si=406b1b98eca6470f
Apple Podcast: https://podcasts.apple.com/us/podcast/cmo-confidential/id1668226567
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
84 tập
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