Zack Anderson, SVP and Chief Analytics Officer at EA (Electronic Arts), talks about how their CLV model shifted their data analytics and, by extension, the culture of the company. Its new customer-centric approach better supports its “Player First” mission. EA reduced marketing spend from 22% of revenue to less than 12% and enabled the company to develop its most successful game to date: Battlefield 1. In this episode, Anderson explains that calculating CLV isn’t the same as acting on it, and shares his four key points for actualizing your own transformation.
Host Allison Hartsoe explains the concept of Customer Centricity and how it relates to Customer Equity. She walks us through the six stages of Digital Maturity, and explains how companies can use their digital data to build revenue and market strength
So often we focus on the mechanics of building the right algorithms. This article emphasizes the importance of building the right organization — with Data Science reporting directly to the CEO. And how Human and Artificial Intelligence can work together to deliver a more personalized product. I finally found time to start reading the latest issue of HBR…and this article really stands out.