Don Peppers and Martha Rogers Ph.D. invented one-to-one business strategy over 15 years ago. Today, they are recognized gurus, acclaimed authors and globally sought-after speakers.

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Technology

February 9, 2010

Has the Time Come for "Return on Customer" At Last?

There is an interesting and well-informed article discussing Martha Rogers' and my Return on Customer metric in the most recent issue of the UK's Marketing Week magazine. David Reed, who covers the "data strategy" beat for the magazine, writes that while the data side of marketing has benefited greatly from a renewed attention to the financial metrics of success, particularly ROI, this might be a short-term blessing for the discipline. What he means is that ROI metrics typically look at campaign or product profitability figures, but have little to say about the long-term value created (or often destroyed) by marketing efforts. On the other hand, he says, the ROC metric does capture long-term value, because it incorporates changes in customer lifetime value (LTV). [Note, please that Martha and I have trademarked the terms "Return on Customer" and "ROC." We grant permission to people to apply these terms to their own analytics efforts when we deem the terms are used correctly.]

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November 13, 2009

AYFKM? Why the Droid is Just Not Ready for the World Stage

It's no secret that mobile phone service in the US isn't as ubiquitous, US phones aren't as stylish, and the whole mobile system just doesn't work as well as in Europe, Asia, and most of the rest of the world (with the possible exception of Africa). Even our proudest mobile phone technologies often don't live up to the most basic standards of service expected in the ROW.

Case in point: The Droid. Now here's a beautiful phone just launched by one of the country's most accomplished technology companies, Motorola, using Google's innovative software, and sold for use on the largest US mobile network, Verizon Wireless. But guess what? The Droid won't work on non-US networks! Or, in the sophisticated technical jargon of Verizon Wireless, the Droid is not a "world phone." Which begs a point: What planet does Verizon Wireless inhabit, anyway?

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