tag:blogger.com,1999:blog-32202893.post5748364852198484712..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Customers Who Do "X" Spend MoreUnknownnoreply@blogger.comBlogger2125tag:blogger.com,1999:blog-32202893.post-47540755541418330882007-08-28T21:26:00.000-07:002007-08-28T21:26:00.000-07:00Most interesting, I think, is that Executives tend...Most interesting, I think, is that Executives tend to be swayed most by the multichannel customer argument.<BR/><BR/>It is a metric/statement that can be easily understood at that high of a level. And you dig yourself into a deeper hole trying to argue it is a bad metric.<BR/><BR/>I always try to get leaders to focus on "which" "multi" customer is most valuable, those who buy multiple products, those who buy from multiple stores, those who buy from multiple channels, etc.<BR/><BR/>When you do that, you put the burden of proof upon the Executive. That's typically how I debunk the claim of multichannel customers being so valuable.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-2435036769510875482007-08-28T14:59:00.000-07:002007-08-28T14:59:00.000-07:00Excellent post - this happens all the time. I rec...Excellent post - this happens all the time. I recall an instance where someone quoted that a " multichannel customer was worth twice as much as a single channel customer." <BR/><BR/>They didn't note that by definition, a multichannel customer by definition had to have purchased twice! All the one time buyers were labeled as 'single channel' customers. <BR/><BR/>Keep 'em honest Kevin!Anonymousnoreply@blogger.com