In my opinion, Arthur Middleton Hughes may have influenced the field of Database Marketing more than any other individual over the past twenty years. A few weeks ago, Mr. Hughes agreed to share his views on a couple of questions. Attached are a pair of essays from Mr. Hughes.
The first essay addresses how to calculate lifetime value when you, as a marketer, have incomplete information. Click here to download the document: Essay #1.
The second essay talks about customer retention. Pundits talk about how it is cheaper to retain a customer than it is to acquire a new customer. Mr. Hughes provides his thoughts on this topic. Click here to download the document: Essay #2.
My thanks to Arthur Middleton Hughes of KnowledgeBase for taking the time to discuss these topics with us!
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