Data collection: Central frameworks for localised customer lifetime value

Author: Diependaele, Toon

Source: Interactive Marketing, Volume 6, Number 4, 1 April 2005 , pp. 337-345(9)

Publisher: Palgrave Macmillan

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Abstract:

In essence, today's companies are no longer just selling a product or a service, they are trying to manage and maintain a relationship with their customers and prospects. The internet has brought this intention closer to reality, thanks to the unlimited possibilities connected with this new marketing medium. Due to the universal accessibility of the web and the economies of scale, a more global approach is being established. But this does not have to entail high-cost implementations that do not take into account the need for localised content and data collection. This paper highlights the basics for companies seeking to build lifetime value with their customers through a centralised data-gathering programme that is translated into locally relevant communication.Interactive Marketing (2005) 6, 337-345; doi:10.1057/palgrave.im.4340302

Document Type: Research article

DOI: 10.1057/palgrave.im.4340302

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