Tag forrester

Data for customer closeness: Is in-store finally catching up with online?

It seems strange to begin a retail blog post by talking about a lack of consumer data. Much of what’s currently written relates to how leading retail brands are getting closer to their customers by analysing data. But there is one area in which even the most advanced retailers know comparatively little about their customers

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Forrester: The new lifetime value of customers

Mark Beth Kemp from Forrester thinks that the lifetime value of a customer is no longer enough. Both this and the ROI model are deficient because they don’t take account of customer dynamics. One interesting example she gave was about the launch of the Wii. They wanted to launch a games console that appealed to

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