Golden Scales
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Golden Scales

A History of Customer Profitability Analysis

About the Book

Which of your customers are profitable?

Why are they profitable?

Of those who are unprofitable, how can we improve their profitability?

Of those who are profitable, how can we attract more like them?

These are fundamental questions for any business. But the answers are hard to find.

Because of a multitude of reasons - history, tradition, technology, practice - most business owners and managers do not understand the contribution that an individual customer makes to profitability.

This book focuses on the history of how we have tried to understand customer profitability. It is a detailed review of how we got to this point, so that we are better equipped to know how we can improve in the future.

About the Author

Christopher Kernahan
Christopher Kernahan

Christopher Kernahan is a Partner at Pacific Consulting Group, and is the head of PCG Analytics.

He specialises in solving problems at the intersection of operations, finance, and technology. He has helped some of the world’s largest companies better understand their individual customers and segments, and make tangible improvements to their profitability.

You can view his LinkedIn profile here.

Table of Contents

  • Epigraph
  • Preface
  • Introduction
  • A History of Customer Profitability Analysis
    • Pre-history
    • 1400s
    • 1700s
    • 1800s
    • 1900 to 1920
    • 1920 to 1960
    • 1960s
    • 1970s
    • 1980s
    • 1990s
    • 2000s
    • Contemporary Practices
    • Conclusion
  • Acknowledgements
  • Author’s Biography
  • Copyright Information
  • Notes

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