Hunting Whales
Hunting Whales
Effective Customer Profitability Analytics
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 problems of understanding customer profitability. It will offer a practical guide to approaching the problem, based on my experiences working with some of the world’s largest companies.
I hope that at the end of this book you will understand;
- why it is so important to understand customer profitabilty at a granular level
- why it is so difficult to do so
- how to start the process towards building a better understanding of customer profitability
- which tools and techniques can help you build this understanding
- the benefits that this knowledge can bring, and how you can use this knowledge in your company, and
- the limitations of modelling and analytics, and how to manage these limitations
About the Author
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