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The E-Customer Value Project
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Photo of Donald R. LehmannPhoto of Sunil Gupta
Donald R. Lehmann and
Sunil Gupta, Directors

How much is a customer worth? This is an important question in running any business but particularly an electronic business, where much of the revenue comes in the form of monthly payments such a subscriptions (e.g., AOL) or in the form of repeated transactions by return visitors (e.g., most e-tailers). This project looks at sophisticated but simple techniques for knowing what your customers are worth.

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“Valuing Customers” (PDF), by Sunil Gupta, Donald R. Lehmann and Jennifer Ames Stuart


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