The Definitive Guide to Marketing Analytics and Metrics (Collection)

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 ...