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Customers today have become more selective, expecting brands to fit their needs of the moment with relevant experiences, such as personalized communications, tailored offers or location-based promotions, for compelling products and services. Companies need to make an investment to get to this level of personalization. Understanding the value of an individual customer over time will help companies direct these investments wisely, mitigating the risk of attracting the wrong mix of customers with all the new personalized offers.
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In this joint podcast, Jeriad Zoghby, Accenture Interactive, together with Rob Walker and Tom Erskine from Pega, discuss the importance of understanding customer lifetime value and the impact it can have on marketing communications and investments.
May 29, 2013
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