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Measuring & Managing Visitor / Customer Retention, Part 10

"Yes, things are sweet," thinks the owner of IMissAsia.com (not the real name of the site), ending a phone conversation with a supplier.

Measuring & Managing Visitor / Customer Retention, Part 9

Latency: The B2B Software Example: Upgrade Cycles The CFO reluctantly picks up the phone to call the CIO. At least this time, the CFO thinks, I have thought the question out all the way through, and I know what action I can take with the information once I get it. Shortly after a slightly heated exchange involving resource allocation, budgets, and a hiring freeze in IT with the CIO, the CFO gets this report:

Measuring & Managing Visitor / Customer Retention, Part 8

Latency: The B2B Software Example A B2B software company has an appealing pitch to business - their software makes a company more efficient and saves more money for the company than the software costs.

Measuring & Managing Visitor / Customer Retention, Part 7

Recency: Visitor Momentum and Friction

Measuring & Managing Visitor / Customer Retention, Part 6

Recency: Visit Behavior Predicts Visitor Value Over the past five decades, a lot of research and testing has been done concerning the profiling of customer behavior based on transactional data. The appearance of computers and "data-mining" created the ability to carry on even more extensive studies across a wide range of industries.

Measuring & Managing Visitor / Customer Retention, Part 5

Recency: Predictive Marketing The concept of Recency as a human behavioral metric goes back to the early 1900's.

Measuring & Managing Visitor / Customer Retention, Part 4

Using Latency to Map the Customer LifeCycle

Measuring & Managing Visitor / Customer Retention, Part 3

Trip Wire Marketing: The Latency Metric An easy to implement and proven powerful potential value LifeCycle Metric is called Latency. Latency refers to the average time between customer activity events, for example, making a purchase, calling the help desk, or visiting a web site. All you have to do is calculate the average time elapsed (Latency) between the two events, and use this metric as a guide for anti-defection campaigns.

Measuring & Managing Visitor / Customer Retention, Part 2

Measuring Potential Value with LifeCycle Metrics This whole potential value measurement issue is, of course, the big problem embedded in the preaching you hear on LifeTime Value, CRM, and these portfolio models of customer value. How do you deal with this whole "potential value" question, how do you actually measure it and act on it?

Measuring & Managing Visitor / Customer Retention

You have probably heard or read references to the "portfolio" approach to managing customers and their value.