Section 4: Increasing Customer Lifetime Value
Neil Hoyne is Chief Measurement Strategist at Google and the recent author of Converted: The Data-Driven Way to Win Customers’ Hearts. He’s been a witness to and participant in billion-dollar successes – and instructive failures – all in the pursuit of building indestructible customer relationships through digital media.
-Identify what makes a great customer
Learn how to target and acquire higher-value customers
Use customer lifetime value (CLV) to drive strategic growth
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