La Chaire de commerce Omer DeSerres est fière de vous présenter la conférence de Roland T. Rust à Montréal le  vendredi, 16 avril. Rust est professeur titulaire de la David Bruce Smith Chair in Marketing, à la Robert H. Smith School of Business, University of Maryland, là où il est également directeur du département de marketing et du centre  pour l'excellence en service. Le professeur Rust présentera un article intitulé "Return on marketing: using customer equity to focus marketing strategy".

La conférence se tiendra à la salle KPMG (1er étage, section jaune) à 14h.

Pour vous inscrire, veuillez écrire à omerdeserres@hec.ca.

Page personnelle :

http://www.rhsmith.umd.edu/marketing/Faculty/Profiles/rust.htm

"Return on Marketing : Using Customer Equity to Focus Marketing Strategy"

by Roland T. Rust, Katherine N. Lemon and Valarie A. Zeithaml

We present a unified strategic framework that permits competing marketing strategy options to be traded off on the basis of projected financial return, operationalized as the change in a firm's customer equity related to the incremental expenditure necessary to produce the change. The change in the firm's customer equity is the change in its current and future customers' lifetime values, summed across all of the customers in the industry. Each customer's lifetime value results from the frequency of category purchases, average quantity of purchase, and brand switching pattern, combined with the firm's contribution margin. The brand switching matrix may be estimated from either longitudinal panel data or cross-sectional survey data, using a logit choice model. Firms may analyze drivers that have the greatest impact, compare performance on those drivers with that of competitors, and project ROI from improvements in those drivers. To demonstrate how the approach can be implemented in a specific corporate setting, and to show the methods used to test and validate the model, we illustrate a detailed application of the approach using data from the airline industry. Our framework enables "what-if" evaluation of marketing ROI, which can include such criteria as return on quality, return on advertising, return on loyalty programs, and even return on corporate citizenship, given a particular shift in customer perceptions. This enables the firm to focus marketing efforts on strategic improvements generating the greatest return.

Pour toutes questions ou commentaires, vous pouvez écrire à omerdeserres@hec.ca.