Comparar métodos

	Customer Equity Modeling	Valor do Tempo de Vida do Cliente
Área	Marketing	Marketing
Família	Process / pipeline	Process / pipeline
Ano de origem	2004	1996
Autor original	Robert Blattberg & John Deighton; Roland Rust, Katherine Lemon & Valarie Zeithaml	Robert Blattberg and John Deighton
Tipo	Strategic valuation and resource-allocation framework	Financial modeling methodology
Fonte seminal	Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on Marketing: Using Customer Equity to Focus Marketing Strategy. Journal of Marketing, 68(1), 109-127.	Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer Equity: Building and Managing Relationships as Assets. Harvard Business School Press. ISBN: 978-0875847191
Outros nomes	Customer Equity Analysis, Return on Marketing Customer Equity, Customer Equity Test, Customer-Based Firm Valuation	CLV, LTV, Customer Value
Relacionados	4	5
Resumo	Customer equity modeling treats a firm's customers as financial assets and defines the value of the firm's customer base as the sum of the discounted lifetime values of its current and future customers. The idea was crystallized by Robert Blattberg and John Deighton, who proposed managing marketing by the 'customer equity test,' asking of any initiative whether it will grow customer equity, and who showed how to balance spending between acquiring new customers and retaining existing ones. Roland Rust, Katherine Lemon and Valarie Zeithaml extended the framework into a strategic, driver-based model, decomposing customer equity into value equity (objective perceptions of quality, price and convenience), brand equity (subjective and emotional brand perceptions) and retention equity (the strength of the customer relationship and loyalty programs). Their 'Return on Marketing' approach links each marketing action through these drivers to brand-switching probabilities, to changes in lifetime value, and ultimately to the change in customer equity it produces, so competing strategies can be compared on projected financial return. Customer equity modeling thus connects customer-level analytics to firm-level valuation and budget allocation, providing a common currency for marketing decisions.	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.