How is the digital sales channel reshaping how brands—established as well as new and local—leverage their global potential?
Kevin Lane Keller will explore several case studies that reveal these and other principles of long-term brand growth and enduring marketing success.
The winds of change that are blowing in emerging markets today are in many ways unprecedented in human history.
As customer retention evolves from a "nice to know" to a "must have" metric for marketing executives, it is important to set the record straight about some widely held notions about it. Peter Fader will address a number of these beliefs and discuss the reasons and implications for practitioners.
Oded Netzer will discuss the opportunities for CRM practitioners to move beyond customer lifetime value (CLV) to social customer lifetime value (SCLV). In particular, he will demonstrate how a retention campaign that is targeted at a particular customer can have a social multiplier, affecting the activity and retention of customers who are socially connected to the targeted customer but were not targeted themselves.
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