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Superior Customer Value, 3rd Edition by Art Weinstein

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Chapter 11Customer Value Metrics*

I know that 50% of my advertising is wasted. I just don’t know which half.

John Wanamaker

Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted.

Albert Einstein

It has been said that “you can’t manage what you can’t measure.” One of the prime challenges that company executives face is choosing the measures (metrics) that matter most. These “right” measures or key performance indicators (KPIs) are used to assess business success and plan future customer value ...

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