Acquisition vs. Retention
Introduction
Free access to J Interactive Mar article from Fader, Hardie, Liu, Davin and Steenburgh on acquiring retainable customers
A Disruptive New model Shows Firms and Investors Where the Money Is
A disruptive new model shows companies how to best find loyal customers. Exclusive research appears in upcoming Journal of Interactive Marketing.
Slated for publication in August, “How to Project Customer Retention’ Revisited: The Role of Duration Dependence” suggests that while the common wisdom is to spend more on customers who stay, that companies would do better by spending a greater share of the budget on acquiring quantities of the right kind of customer. Exclusive research available for a limited time.
Journal Interactive Marketing V 43 August 2018: