O'Reilly logo

The Definitive Guide to Marketing Analytics and Metrics (Collection) by David Reibstein, Phillip E. Pfeifer, Neil Bendle, Ronald T. Wilcox, Paul Farris, Rajkumar Venkatesan, Cesar Brea

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

21. Dunia Finance LLC Revisited

Introduction

Ali Hurbas, head of the Strategic Analytics Unit (SAU) at Dunia Finance LLC (Dunia), was in the middle of an effort to use data extracted from the Dunia data warehouse to establish potential customers’ customer lifetime value (CLV). This would then be used in a spreadsheet model intended to evaluate particular cross-selling activities in terms of the resulting aggregate CLV.

The link between alternative forms of contacting customers and CLV was really the confluence of many linked relationships between variables, each one relatively straightforward on its own account. When all these relationships were put together, however, the model had a somewhat complex appearance. Hurbas was sorting out how to ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required