The Case For Customer Lifetime Value - Why Is This So Hard? | Daniel McCarthy | CMO Confidential |

A CMO Confidential Interview with Dr. Daniel McCarthy, Assistant Professor of Marketing at Emory's Goizueta Business School. Dan discusses how marketing has recently taken its knocks, why he created a CLTV class, how companies can start developing their own models, and how customer math can be used to increase marketing accountability. Key topics include: why it is challenging to agree on key modeling variables like acquisition cost; how CLTV can bridge the translation gap between marketers and finance; and why business schools are slow to evolve. Tune in to hear Warby Parker and Wayfair case studies. #customerlifetimevalue #marketing #marketingdata 00:00 Welcome to CMO Confidential: Inside the World of Chief Marketing Officers 00:40 Introducing Dr. Dan McCarthy: The Genius Behind Customer Lifetime Value 01:38 The Marketing Landscape: Challenges and Changes in the Digital Age 03:46 Deep Dive into Customer Lifetime Value (CLV) with Dr. McCarthy 06:20 The Practicalities of CLV: From Theory to Application 12:20 The Journey of Creating a CLV Course: Inspiration and Impact 14:10 The Slow Evolution of Business School Curriculums in the Digital Era 18:45 CLV in Practice: Warby Parker Case Study 24:56 The Importance of Language and Disclosure in Marketing 27:44 Advice for Marketers: Embracing Financial Acumen 30:22 Compensation and Accountability in Marketing Departments 36:58 Dan McCarthy's Personal Anecdotes and Final Thoughts Linkedin: CMOConfidential Spotify: https://open.spotify.com/show/1MzXYx0wRB3thgZitlfJoS?si=406b1b98eca6470f Apple Podcast: https://podcasts.apple.com/us/podcast/cmo-confidential/id1668226567 See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.