This week, we will kick off with the research seminar rounds of our group. Come and learn a bit about what we’re up to this Thursday, the September 12th, from 9:00 to 10:00 a.m, in a hybrid format, available both in classroom 204 at EA and via Zoom. Professor Cleo Schmitt will be leading the seminar and presenting on her research titled “Create Value with Customer Analytics“. The meeting will be held in a hybrid format. Join us! Below is a brief description of the seminar:
The role of customer analysis as a source of value creation and support for marketing decision-making will be discussed. Using a real case study, models will be presented for conducting customer audits, estimating customer retention probability, calculating customer lifetime value (CLV) and customer equity, optimizing the customer portfolio, estimating purchase propensity—and its implications for CLV—and calculating product-specific customer lifetime value (CLV/P). The adoption of these models for decision-making provides an integrated view of the customer base, offering valuable insights and facilitating value generation.
Learn more about Professor Cleo: She holds a PhD and a Master’s degree in Business Administration, with a focus on Marketing, from the Graduate Program in Business Administration at the Federal University of Rio Grande do Sul (UFRGS), where she also earned her undergraduate degree in Business Administration. Currently, she is an Associate Professor in the Department of Administrative Sciences and the Graduate Program in Business Administration at UFRGS. She coordinates the research project “Customer Management at Banrisul.” Her main areas of interest include Customer Management, Marketing Analytics, Strategic Marketing, Marketing Productivity and Metrics, Customer Value (CLV / Customer Equity), and Brand Value (Brand Equity). Her research findings have been presented and published at national conferences (ENANPAD and EMA) and international ones (INFORMS/Marketing Science and BALAS) in the Marketing field, as well as in prestigious Business Administration journals (Journal of Business Research, Marketing Intelligence & Planning, ReMark, and Financial Innovation).
Meeting Link: https://mit.zoom.us/j/92825888029
