Wunderman – Moving Closer to True and Actionable Consumer Value

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:

  1. Influence: Number of networks, network size, level of activity
  2. 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

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