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| Vrijednost životnog vijeka kupca× | Studije učinkovitosti oglašavanja× | |
|---|---|---|
| Područje | Marketing | Marketing |
| Obitelj | Process / pipeline | Process / pipeline |
| Godina nastanka≠ | 1996 | 1990s |
| Tvorac≠ | Robert Blattberg and John Deighton | Marketing Science Institute and Media Effectiveness researchers |
| Vrsta≠ | Financial modeling methodology | Experimental and observational evaluation methodology |
| Temeljni izvor≠ | Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer Equity: Building and Managing Relationships as Assets. Harvard Business School Press. ISBN: 978-0875847191 | Erdem, T., & Sun, B. (2002). A Fuzzy Aspect Model for CRM System Selection. Decision Support Systems, 29(3), 475-487. link ↗ |
| Drugi nazivi | CLV, LTV, Customer Value | Ad Effectiveness Testing, Campaign Evaluation, Marketing Attribution |
| Srodne | 5 | 5 |
| Sažetak≠ | 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. | Advertising Effectiveness Studies are research methods designed to measure the impact of advertising campaigns on consumer awareness, attitudes, purchase intention, and sales. Developed through work in marketing science and media measurement, these studies employ experimental designs, multivariate analysis, and attribution modeling to isolate the effect of advertising from other market factors. |
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