Target the Lifetime Value of Customers

December 2011

In this video excerpt from a presentation, Peter Fader, Frances and Pei-Yuan Chia Professor, Professor of Marketing, The Wharton School, University of Pennsylvania, and Co-Director of Wharton Customer Analytics Initiative, argues that marketers should look beyond cost per acquisition (CPA) toward a measure of value per acquisition, or VPA.

Money Matters: Finance Trends Throughout the Year