Ed Malthouse is one of the bright lights in marketing thought leadership. His insights are always useful, practical, and clear. This book is no exception. It offers real 'tools you can use' to best manage the most valuable asset of any company: customers. This book provides a comprehensive yet practical way to best use customer information to better manage customer value to enhance firm profitability.
Global Chief Strategy Officer and EVP
Having been a devotee of Lifetime Value research for more than thirty plus years, I have yet to see a book that combines an overview, insights, examples, and technical expertise that Professor Malthouse's book does. Lifetime Value of a Customer (LTV) has become a critical calculation to many businesses and non-profits. Learning why and how to do the relevant calculations and then seeing how to write SAS code to make the relevant computations are major steps in the evolution of LTV. Professor Malthouse gives readers a highly readable explanation of each of the steps and methods he analyzes. In fact, for a non-technical reader, the beginning section of each chapter is highly valuable in helping understand alternative approaches and rationales for computing Lifetime Value. This book is a masterpiece, and I strongly recommend it to both managers and technicians. It is impossible to find another book on LTV that surpasses Professor Malthouse's treatise.
Timothy W. McGuire Distinguished Service Professor of Marketing
Tepper School of Business
Carnegie Mellon University
This book explains the technical details of the methods in a systematic and logical way, while being relevant to real applications in database marketing. The SAS code enables one to execute the methods fairly easily. I have implemented several of Professor Malthouse's techniques, with excellent results.
Dr. Mike Jacobs
SVP Segmentation Solutions
IXI Services, Equifax