To identify future customer profitability opportunities a US Apparel Retailer calculated the customer lifetime value (CLV) of over 300,000 of its customers. Based on the results the customers were segmented into 10 deciles, with high CLV customers in the top two deciles, those with medium CLV in segments three through five and those with low…

BPIR Categories

4.1.1 Identify market segments & target customers
4.1.2 Manage advertising & promotional activities
4.1.4 Develop & implement marketing strategy

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