October 11, 2006

Essays From Arthur Middleton Hughes

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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