Сравнение на методи

	Share of Wallet Analysis	Стойност на клиента през жизнения цикъл
Област	Маркетинг	Маркетинг
Семейство	Process / pipeline	Process / pipeline
Година на възникване	2007	1996
Създател	Bruce Cooil, Timothy Keiningham, Lerzan Aksoy & colleagues	Robert Blattberg and John Deighton
Тип	Loyalty and category-spend measurement pipeline	Financial modeling methodology
Основополагащ източник	Cooil, B., Keiningham, T. L., Aksoy, L., & Hsu, M. (2007). A Longitudinal Analysis of Customer Satisfaction and Share of Wallet: Investigating the Moderating Effect of Customer Characteristics. Journal of Marketing, 71(1), 67-83.	Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer Equity: Building and Managing Relationships as Assets. Harvard Business School Press. ISBN: 978-0875847191
Други названия	SOW Analysis, Share-of-Wallet Measurement, Wallet Share Analysis, Wallet Allocation Rule	CLV, LTV, Customer Value
Свързани	4	5
Резюме	Share of wallet (SOW) analysis measures the proportion of a customer's total category spending that a particular brand or firm captures, shifting attention from how many customers a firm has to how much of each customer it owns. Unlike overall market share, share of wallet is a customer-level loyalty metric: a customer might buy from you regularly yet give most of their category budget to a competitor, a vulnerability that absolute sales figures hide. Bruce Cooil, Timothy Keiningham, Lerzan Aksoy and colleagues established in longitudinal work that changes in customer satisfaction drive changes in share of wallet, moderated by customer characteristics. Building on this, Keiningham and colleagues introduced the Wallet Allocation Rule, which predicts a customer's share of wallet from how the brand ranks against the competitors that customer uses and how many brands they use, arguing that relative rank, not absolute satisfaction, is what governs spending allocation. Share of wallet analysis thus combines measurement (estimating each customer's category spend and the slice you capture) with a predictive rule that turns competitive standing into expected wallet share, helping firms find growth inside their existing customer base.	Customer Lifetime Value (CLV) is a financial metric that quantifies the total profit a company expects to generate from its relationship with a customer over the entire duration of that relationship. Developed through work by Blattberg, Getz, and Thomas in the 1990s-2000s, CLV integrates acquisition costs, purchase behavior, retention rates, and margin information to estimate the net present value of each customer.