[ { "key": "SIEWA4MA", "version": 7, "library": { "type": "group", "id": 675687, "name": "Customer_Acquisition_Cost", "links": { "alternate": { "href": "https://www.zotero.org/groups/customer_acquisition_cost", "type": "text/html" } } }, "links": { "self": { "href": "https://api.zotero.org/groups/675687/items/SIEWA4MA", "type": "application/json" }, "alternate": { "href": "https://www.zotero.org/groups/customer_acquisition_cost/items/SIEWA4MA", "type": "text/html" } }, "meta": { "createdByUser": { "id": 250494, "username": "tsandberg", "name": "Tami Sandberg", "links": { "alternate": { "href": "https://www.zotero.org/tsandberg", "type": "text/html" } } }, "creatorSummary": "Kumar and Petersen", "parsedDate": "2012", "numChildren": 0 }, "data": { "key": "SIEWA4MA", "version": 7, "itemType": "bookSection", "title": "Customer Acquisition", "creators": [ { "creatorType": "author", "firstName": "V.", "lastName": "Kumar" }, { "creatorType": "author", "firstName": "J. Andrew", "lastName": "Petersen" } ], "abstractNote": "This chapter seeks to review and summarize the limited research on customer acquisition and provide guidelines on how a firm can use its own prospect and customer data to aid in successful and profitable customer acquisition. It also provides a description of the key modeling frameworks that attempt to answer each key research question. The chapter shows that when firms engage in optimal prospect selection by understanding the drivers of customer acquisition and the ‘right’ amount of customer acquisition effort by understanding the relationship between marketing spending and customer value, the result can generate significant customer and firm profitability.\n\n\nControlled Vocabulary Terms\n\nprobability", "bookTitle": "Statistical Methods in Customer Relationship Management", "series": "", "seriesNumber": "", "volume": "", "numberOfVolumes": "", "edition": "", "date": "2012", "publisher": "John Wiley & Sons, Ltd", "place": "", "originalDate": "", "originalPublisher": "", "originalPlace": "", "format": "", "pages": "22-62", "ISBN": "978-1-118-34921-2", "DOI": "", "citationKey": "", "url": "http://onlinelibrary.wiley.com/doi/10.1002/9781118349212.ch3/summary", "accessDate": "2016-09-08T16:56:47Z", "ISSN": "", "archive": "", "archiveLocation": "", "shortTitle": "", "language": "en", "libraryCatalog": "Wiley Online Library", "callNumber": "", "rights": "Copyright © 2012 John Wiley & Sons, Ltd", "extra": "", "tags": [], "collections": [], "relations": {}, "dateAdded": "2016-09-08T16:56:47Z", "dateModified": "2016-09-08T16:56:47Z" } }, { "key": "4SDPIJZG", "version": 6, "library": { "type": "group", "id": 675687, "name": "Customer_Acquisition_Cost", "links": { "alternate": { "href": "https://www.zotero.org/groups/customer_acquisition_cost", "type": "text/html" } } }, "links": { "self": { "href": "https://api.zotero.org/groups/675687/items/4SDPIJZG", "type": "application/json" }, "alternate": { "href": "https://www.zotero.org/groups/customer_acquisition_cost/items/4SDPIJZG", "type": "text/html" } }, "meta": { "createdByUser": { "id": 250494, "username": "tsandberg", "name": "Tami Sandberg", "links": { "alternate": { "href": "https://www.zotero.org/tsandberg", "type": "text/html" } } }, "creatorSummary": "Ardani et al.", "parsedDate": "2012-06", "numChildren": 0 }, "data": { "key": "4SDPIJZG", "version": 6, "itemType": "conferencePaper", "title": "Quantifying non-hardware balance of system costs for photovoltaic installations in the United States using a combined annual expenditure-labor hour productivity approach", "creators": [ { "creatorType": "author", "firstName": "K.", "lastName": "Ardani" }, { "creatorType": "author", "firstName": "G.", "lastName": "Barbose" }, { "creatorType": "author", "firstName": "R.", "lastName": "Margolis" }, { "creatorType": "author", "firstName": "D.", "lastName": "Feldman" } ], "abstractNote": "This paper presents results from the first U.S. based data collection effort to quantify non-hardware, business process costs for PV systems at the residential and commercial scales, using a bottom-up approach. Annual expenditure and labor hour productivity data are analyzed to benchmark business process costs in the specific areas of: (1) customer acquisition; (2) permitting, inspection, and interconnection; (3) installer labor costs associated with third party financing; and (4) installation labor. Annual cost and labor hour data were collected from 87 installers. After eliminating outliers, the survey sample consists of 75 installers, representing approximately 13% and 4% of 2010 added PV installations at the residential and commercial scales, respectively. Results indicate that business process costs benchmarked in this analysis (including assumed permitting fees) total $1.52/W1 for residential systems (ranging from $0.66/W to $1.66/W between the 20th and 80th percentiles). For commercial systems, the survey results suggest business process costs of $0.99/W for systems <;250 kW (ranging from $0.51/W to $1.45/W between the 20th and 80th percentiles), and $0.25/W for systems >;250 kW (ranging from $0.17/W to $0.78/W between the 20th and 80th percentiles)2. We conclude that business process costs present significant opportunities for cost reductions.", "proceedingsTitle": "2012 38th IEEE Photovoltaic Specialists Conference (PVSC)", "conferenceName": "2012 38th IEEE Photovoltaic Specialists Conference (PVSC)", "publisher": "", "place": "", "date": "June 2012", "eventPlace": "", "volume": "", "issue": "", "numberOfVolumes": "", "pages": "001762-001767", "series": "", "seriesNumber": "", "DOI": "10.1109/PVSC.2012.6317935", "ISBN": "", "citationKey": "", "url": "", "accessDate": "", "ISSN": "", "archive": "", "archiveLocation": "", "shortTitle": "", "language": "", "libraryCatalog": "IEEE Xplore", "callNumber": "", "rights": "", "extra": "", "tags": [], "collections": [], "relations": {}, "dateAdded": "2016-09-01T15:24:49Z", "dateModified": "2016-09-01T15:24:49Z" } }, { "key": "6ZGK8PK4", "version": 5, "library": { "type": "group", "id": 675687, "name": "Customer_Acquisition_Cost", "links": { "alternate": { "href": "https://www.zotero.org/groups/customer_acquisition_cost", "type": "text/html" } } }, "links": { "self": { "href": "https://api.zotero.org/groups/675687/items/6ZGK8PK4", "type": "application/json" }, "alternate": { "href": "https://www.zotero.org/groups/customer_acquisition_cost/items/6ZGK8PK4", "type": "text/html" } }, "meta": { "createdByUser": { "id": 250494, "username": "tsandberg", "name": "Tami Sandberg", "links": { "alternate": { "href": "https://www.zotero.org/tsandberg", "type": "text/html" } } }, "creatorSummary": "Hansotia and Wang", "parsedDate": "1997-01-01", "numChildren": 0 }, "data": { "key": "6ZGK8PK4", "version": 5, "itemType": "journalArticle", "title": "Analytical challenges in customer acquisition", "creators": [ { "creatorType": "author", "firstName": "Behram J.", "lastName": "Hansotia" }, { "creatorType": "author", "firstName": "Paul", "lastName": "Wang" } ], "abstractNote": "Three customer acquisition scenarios are discussed: first, where prospects’ response behavior varies over their profiles but the offer/creative and customers’ lifetime values (LTV) are assumed fixed and known; second, where the response behavior depends on both profile and creative/offer characteristics with the customers’ LTV still assumed to be fixed; and third, where both response and customer LTV are allowed to vary. Using well-known breakeven analysis principles, the paper presents a simple relationship to determine which prospects should be contracted and then presents statistical models to estimate response and customer value at the individual level. This allows the practical application of the breakeven analysis to each individual prospect. It helps answer the question: should this prospect be invited to become a customer?", "publicationTitle": "Journal of Interactive Marketing", "publisher": "", "place": "", "date": "January 1, 1997", "volume": "11", "issue": "2", "section": "", "partNumber": "", "partTitle": "", "pages": "7-19", "series": "", "seriesTitle": "", "seriesText": "", "journalAbbreviation": "Journal of Interactive Marketing", "DOI": "10.1002/(SICI)1522-7138(199721)11:2<7::AID-DIR3>3.0.CO;2-V", "citationKey": "", "url": "http://www.sciencedirect.com/science/article/pii/S1094996897707369", "accessDate": "2016-09-01T15:13:16Z", "PMID": "", "PMCID": "", "ISSN": "1094-9968", "archive": "", "archiveLocation": "", "shortTitle": "", "language": "", "libraryCatalog": "ScienceDirect", "callNumber": "", "rights": "", "extra": "", "tags": [], "collections": [], "relations": {}, "dateAdded": "2016-09-01T15:13:16Z", "dateModified": "2016-09-01T15:13:16Z" } }, { "key": "4FP5X8HT", "version": 4, "library": { "type": "group", "id": 675687, "name": "Customer_Acquisition_Cost", "links": { "alternate": { "href": "https://www.zotero.org/groups/customer_acquisition_cost", "type": "text/html" } } }, "links": { "self": { "href": "https://api.zotero.org/groups/675687/items/4FP5X8HT", "type": "application/json" }, "alternate": { "href": "https://www.zotero.org/groups/customer_acquisition_cost/items/4FP5X8HT", "type": "text/html" } }, "meta": { "createdByUser": { "id": 250494, "username": "tsandberg", "name": "Tami Sandberg", "links": { "alternate": { "href": "https://www.zotero.org/tsandberg", "type": "text/html" } } }, "creatorSummary": "Stahl et al.", "parsedDate": "2012-07-01", "numChildren": 0 }, "data": { "key": "4FP5X8HT", "version": 4, "itemType": "journalArticle", "title": "The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin", "creators": [ { "creatorType": "author", "firstName": "Florian", "lastName": "Stahl" }, { "creatorType": "author", "firstName": "Mark", "lastName": "Heitmann" }, { "creatorType": "author", "firstName": "Donald R", "lastName": "Lehmann" }, { "creatorType": "author", "firstName": "Scott A", "lastName": "Neslin" } ], "abstractNote": "The authors investigate the relationships between brand equity and customer acquisition, retention, and profit margin, the key components of customer lifetime value (CLV). They examine a unique database from the U.S. automobile market that combines ten years of acquisition rate, retention rate, and customer profitability data with measures of brand equity from Young & Rubicam's Brand Asset Valuator (BAV) over the same period. They hypothesize and find that BAV brand equity is significantly associated with the components of CLV in expected and meaningful ways. For example, customer knowledge of a brand has an especially strong positive relationship with all three components of CLV. Notably, however, differentiation is a double-edged sword. While it is associated with higher customer profitability, it is also associated with lower acquisition and retention rates. The authors also find that marketing efforts exert indirect impacts on CLV through brand equity. Simulations show that changes in marketing, or exogenous changes in brand equity, can exert important effects on CLV. Overall, the findings suggest that the “soft” and “hard” sides of marketing need to be managed in a coordinated way. The authors conclude with a discussion of these and other implications for researchers and practitioners.", "publicationTitle": "Journal of Marketing", "publisher": "", "place": "", "date": "July 1, 2012", "volume": "76", "issue": "4", "section": "", "partNumber": "", "partTitle": "", "pages": "44-63", "series": "", "seriesTitle": "", "seriesText": "", "journalAbbreviation": "Journal of Marketing", "DOI": "10.1509/jm.10.0522", "citationKey": "", "url": "http://mba.tuck.dartmouth.edu/pages/faculty/scott.neslin/docs/BE-CLV-paper.pdf", "accessDate": "2016-09-01T14:29:16Z", "PMID": "", "PMCID": "", "ISSN": "0022-2429", "archive": "", "archiveLocation": "", "shortTitle": "", "language": "", "libraryCatalog": "journals.ama.org (Atypon)", "callNumber": "", "rights": "", "extra": "", "tags": [], "collections": [], "relations": {}, "dateAdded": "2016-09-01T14:29:16Z", "dateModified": "2016-09-01T14:29:24Z" } }, { "key": "3KKU38ZQ", "version": 3, "library": { "type": "group", "id": 675687, "name": "Customer_Acquisition_Cost", "links": { "alternate": { "href": "https://www.zotero.org/groups/customer_acquisition_cost", "type": "text/html" } } }, "links": { "self": { "href": "https://api.zotero.org/groups/675687/items/3KKU38ZQ", "type": "application/json" }, "alternate": { "href": "https://www.zotero.org/groups/customer_acquisition_cost/items/3KKU38ZQ", "type": "text/html" } }, "meta": { "createdByUser": { "id": 250494, "username": "tsandberg", "name": "Tami Sandberg", "links": { "alternate": { "href": "https://www.zotero.org/tsandberg", "type": "text/html" } } }, "numChildren": 0 }, "data": { "key": "3KKU38ZQ", "version": 3, "itemType": "webpage", "title": "Customer Acquisition Cost: The One Metric That Can Determine Your Company’s Fate", "creators": [], "abstractNote": "Customer acquisition cost (CAC) is a metric that has been growing in use, along with the emergence of Internet companies and web-based advertising campaigns that can be tracked.", "websiteTitle": "", "websiteType": "", "date": "", "publisher": "", "place": "", "DOI": "", "citationKey": "", "url": "https://blog.kissmetrics.com/customer-acquisition-cost/", "accessDate": "2016-09-01T14:21:06Z", "shortTitle": "Customer Acquisition Cost", "language": "", "rights": "", "extra": "", "tags": [], "collections": [], "relations": {}, "dateAdded": "2016-09-01T14:21:06Z", "dateModified": "2016-09-01T14:21:06Z" } }, { "key": "VC7A5KJ7", "version": 2, "library": { "type": "group", "id": 675687, "name": "Customer_Acquisition_Cost", "links": { "alternate": { "href": "https://www.zotero.org/groups/customer_acquisition_cost", "type": "text/html" } } }, "links": { "self": { "href": "https://api.zotero.org/groups/675687/items/VC7A5KJ7", "type": "application/json" }, "alternate": { "href": "https://www.zotero.org/groups/customer_acquisition_cost/items/VC7A5KJ7", "type": "text/html" } }, "meta": { "createdByUser": { "id": 250494, "username": "tsandberg", "name": "Tami Sandberg", "links": { "alternate": { "href": "https://www.zotero.org/tsandberg", "type": "text/html" } } }, "creatorSummary": "Skok", "parsedDate": "2009-12-22", "numChildren": 0 }, "data": { "key": "VC7A5KJ7", "version": 2, "itemType": "webpage", "title": "Startup Killer: the Cost of Customer Acquisition", "creators": [ { "creatorType": "author", "firstName": "David", "lastName": "Skok" } ], "abstractNote": "In the many thousands of articles advising entrepreneurs on what they have to focus on to build successful startups, much has been written about three key factors: team, product and market, with pa…", "websiteTitle": "For Entrepreneurs", "websiteType": "", "date": "2009-12-22T11:56:02+00:00", "publisher": "", "place": "", "DOI": "", "citationKey": "", "url": "http://www.forentrepreneurs.com/startup-killer/", "accessDate": "2016-09-01T14:19:45Z", "shortTitle": "Startup Killer", "language": "", "rights": "", "extra": "", "tags": [], "collections": [], "relations": {}, "dateAdded": "2016-09-01T14:19:45Z", "dateModified": "2016-09-01T14:19:45Z" } } ]