BRINGING CUSTOMER LIFETIME VALUE TO LIFE: PRACTICAL METHODS AND APPLICATIONS
Thursday, January 31 – Friday, February 1, 2013
In marketing, the ability to predict how much profit can be generated from the future relationship with a customer is both an art and a science. Evaluating and forecasting the activities of your customer base is a critical process, and yet it's one that is still poorly understood by many companies.
Bringing Customer Lifetime Value to Life: Practical Methods and Applications, a unique two-day workshop offered by Wharton Executive Education in San Francisco, will give you the knowledge you need to execute these analyses more effectively. Led by Wharton Marketing Professor Peter Fader, Bringing Customer Lifetime Value to Life goes beyond the conceptual level. You will gain a better understanding of the concepts and techniques required to make more accurate statements about your customer-base analysis.
By the end of the workshop, participants will understand the critical concepts and techniques required to make meaningful and accurate statements about CLV in a variety of different managerial settings. Likewise, they will be keenly aware of the limitations and concerns of other approaches that are often used for similar purposes. Thus, besides having the skills to build models themselves, participants will know how to ask the right questions of consultants and IT vendors who offer services in this important area.
Register Online
Date: Thursday, January 31 - Friday, February 1, 2013
Location: Wharton |
San Francisco, 2 Harrison Street, San Francisco, CA 94105
Tuition: $2,400 per person. All Wharton grads receive a 10% discount. Please be sure to include "
WHARTONCLUBNORCAL 10% discount for Wharton alums " in the
Additional Comments part of the Program Application.
Click here for more information
About the Faculty
PETER FADER, PhD
Academic Director
Frances and Pei-Yuan Chia Professor
Professor of Marketing
Co-Director of the Wharton Customer Analytics Initiative
The Wharton School
Professor Fader's expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with firms from a wide range of industries, such as consumer packaged goods, interactive media, financial services, retailing, and pharmaceuticals. Managerial applications focus on topics such as customer relationship management, customer lifetime value, and sales forecasting for new products. Much of his research highlights the consistent (but often surprising) behavioral patterns that exist across these industries and other seemingly different domains. His latest book is entitled Customer Centricity: Focus on the Right Customers for Strategic Advantage, Second Edition (Wharton Digital Press).
BRUCE HARDIE, PhD
Professor of Marketing
London Business School
Professor Hardie's primary research interest lies in the development of data-based models to support marketing analysts and decision makers, with a particular interest in models that are easy to implement. Most of his current projects focus on the development of probability models for customer-base analysis. Bruce's research has appeared in various marketing, operations research and statistics journals.
