July 16, 2024 | 12:00 pm - 12:30 pm ET 


MSI Webinar: The Customer Asset: Understanding and Managing its Value

Marketers have an opportunity to explain the financial value of customers but need to use a definition of Customer Lifetime Value that is consistent, credible, and widely applicable. This webinar, which follows our recent book on the subject, will discuss how to create customer valuations that are usable by a wide range of managers and for a variety of tasks. These tasks include customer acquisition and retention, corporate valuation, as well as internal and external reporting. We believe this will help managers justify their investments in customers and boost the accountability of marketing.



Neil Bendle

University of Georgia

Neil Bendle is associate professor of marketing at Terry College of Business. He is a director of the Marketing Accountability Standards Board (MASB). A fellow of the Association of Chartered Certified Accountants (FCCA), prior to academia he was Director of Finance at the Labour Party in the UK. He has published on metrics, analytics, sustainability, and political marketing. He co-authored Marketing Metrics and The Customer Asset. Please visit his Marketing Thought website (neilbendle.com) for weekly posts on issues relevant to marketing strategy, metrics, and sustainability.

Shane Wang

Virginia Tech University

Shane Wang is a Professor of Marketing at Pamplin College of Business, Virginia Tech University. His research focuses on artificial intelligence and machine learning techniques with applications in business and social media analytics, firm strategy and management. His current research and teaching interest maps the relative strategic positions of competitors where they matter most – in the minds of customers. His work has appeared in Marketing Science, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Management Science and International Journal of Research in Marketing. Shane is a member of the academic council at the American Marketing Association and serves as the Vice Chair of Education and Training for the AMA AI Special Interest Group. Additionally, he is an Associate Editor at the Journal of Marketing and the Journal of the Academy of Marketing Science. Shane is also a member of the editorial review boards for the Journal of Marketing Research, Journal of Consumer Research, and Journal of Retailing.

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