手法を比較
選択した手法を並べて確認できます。異なる行はハイライト表示されます。
| 顧客生涯価値× | 広告効果測定 (Advertising Effectiveness Study)× | |
|---|---|---|
| 分野 | マーケティング | マーケティング |
| 系統 | Process / pipeline | Process / pipeline |
| 提唱年≠ | 1996 | 1990s |
| 提唱者≠ | Robert Blattberg and John Deighton | Marketing Science Institute and Media Effectiveness researchers |
| 種類≠ | Financial modeling methodology | Experimental and observational evaluation methodology |
| 原典≠ | 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 ↗ |
| 別名 | CLV, LTV, Customer Value | Ad Effectiveness Testing, Campaign Evaluation, Marketing Attribution |
| 関連 | 5 | 5 |
| 概要≠ | 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. |
| ScholarGateデータセット ↗ |
|
|