Customer 'Life Time Value' Conference

Henry Stewart is running a 'Life Time Value' (LTV) marketing conference for all those that want to identify which customers are the best to recruit and keep. The event is to be held at the Café Royal in London on Tuesday, 11 September 2001.

Starting from the premise that some marketers claim that an LTV approach to customer acquisition and retention is misconceived, the day aims to explore the good and the bad inherent in this new approach. Does LTV actually damage the company's marketing and profitability, and are there are better ways of achieving objectives? Or rather, is it useful and quick to deliver results and benefits?

Leading the discussion will be the conference chair Steve Hanney Head of Direct Marketing, Europe BMG Entertainment. The cast of speakers confirmed to follow are:

• Jon Epstein from Results Europe on whether LTV work, does it have a future and which approaches may yield the best results.
  
• Peter Dorrington from SAS UK & Ireland on whether using net present value indicators (NPV) is effective, how to determine valuable segments and 'in whom to invest.'
  
• Barry Leventhal & Simon Doherty from NCR Modelling on how to calculate future potential, when not to model and giving a practical demonstration of the latest techniques for profitability estimates.
  
• Bryan Foss from IBM on knowing which customers to keep, why and how to do so and using both current and future value to segments.
  
• Neil Woodcock from QCI CMAT on how to benchmark Customer Relationship Management (CRM), when to benchmark and how to use the output to improve profit, market share, ROI and strategy.
  
• Richard Ashwood from the Yell Group on knowing the impact of LTV, what it can change and how Yellow Pages calculates LTV.
  
• David Crawshaw from Britannia Building Society on how Britannia developed the capability to measure and apply LTV, how it obtains accurate data and where Britannia's LTV strategy is now.
  
• David Young from Friends Provident on why Friends Provident developed a Customer Value model, and how the approach builds a model Integrating Customer Value Segmentation with our direct sales force and call centres.
  
• Emma Reid from Saga on how they have gained the technology, the product story and their tips for successful techniques.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.