In addition to the traditional monetary (products, spend, portfolio) based mechanism of measuring customer value , Wunderman is suggesting a more complete valuation of the customer to include:
- Influence: Number of networks, network size, level of activity
- Engagement: Measured by online clicks and offline behaviors
Their proposed customer value model provides for a more nuanced segmentation strategy, allowing for programs such as:
- Sharing and WOM enablement
- Different levels of content exclusivity
- Different levels of personalization
- Acquisition through WOM and/or “cloud†modeling
Intererested in hearing more? Contact Stewart Pearson