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How to Find Your Most Valuable Customers

Leading companies have always understood the importance of delighting their customers. But not all customers are of equal value, and businesses can do better by focusing on those who offer the most profitable future. To do so, companies first need to know who they are.

To identify them, Wharton marketing professor Peter Fader has developed a metric called Customer Lifetime Value (CLV), which projects what people will likely spend with a company in the future based on past buying trends. He has teamed up with Wharton alumni and others to co-found Zodiac, a New York startup whose platform, based on CLV, is to help businesses find their most valuable customers.

Peter Fader and Artem Mariychin

Full Story and Podcast: http://knowledge.wharton.upenn.edu/article/160811b_kwradio_fader-mariychin-mp3-zodiac/

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