Customer lifetime value como direcionador da alocação de investimentos em novos clientes

Abstract

In order to maximize the return on invested capital, companies must guide their marketing strategies by targeting and maintaining the best customers. Considering that customers are assets, and may have different profitability, the present study aimed to develop an analysis system to drive marketing resource allocation, based on Customer Lifetime Value, targeting the most profitable customer profiles and segments for a company that operates in a contractual configuration with continuous transactions. In this research, a company in the Brazilian energy sector was analyzed. The model used an econometric approach, in a model classified as a relationship model. For this model, there are two components, the first one is related to margin expansion, modeled by a linear regression model through the least squares method and the second one is related to customer retention, modeled by Cox proportional hazard model. The model was based in Venkatesan and Kumar (2004), Malthouse and Blattberg (2005), Gupta et al. (2006) and Donkers, Verhoef and Jong (2007). RStudio software was used for modeling and data statistical treatment. To develop the analysis system to drive marketing resource allocation the customer acquisition cost was considered, and the Prospect Lifetime Value metric was used. The results showed that there is a significant difference between the projected segments profitability of the company, allowing marketing resources to be directed towards a greater return. This works presents an implementation framework to drive a more efficient marketing resources allocation, supporting the importance of a different customer profiles portfolio, managing risk and return among the company segments. This research reinforces that analyzing and targeting different customer profiles and segments directly impacts Customer Lifetime Value, and consequently, Customer Equity, return on marketing investment and the value of the company.