Moskva, Moscow, Russian Federation
Moskva, Moscow, Russian Federation
In the modern conditions of IT development marketers get an opportunity to thoroughly study the metrics of consumer behavior. There are new approaches to determining the effectiveness of marketing activities, including the evaluation of profitability. The modern analytical approach allows to define lifetime value of the client (LTV) and, compare it with expenses for attraction. One of the key tasks of marketing activities is managing the lifetime value, especially the desire to increase this metric.Despite the fact that not all factors influencing the lifetime value are manageable by the company, it is necessary to maximize the efficiency of work in this direction taking into account the already used tools, and the feedback is the most important one. Within the framework of this article, a research of the requirements that customers make for feedback is made, satisfaction of which is a necessary condition for increasing the lifetime value.
client lifetime value, netnography, mental maps, retention rate, churn rate, value management, profitability.
Введение
Концепция пожизненной ценности клиентов связана с возрастающей ролью потребителей как основного актива фирмы.
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