Marketing
Marketing in the Media
Research from Columbia Business School Shows that Consumers' Social Networks Offer Companies Increased Marketing Influence
Traditionally, companies look to a customer’s lifetime value (CLV) – a measure of how profitable their relationship with an individual will be over time – but new research from Columbia Business School indicates that traditional CLV measures can sharply underestimate the true value of the connected consumer. Today’s social networks can turn regular people – not necessarily big spenders – into major influencers.