Applicability to Executive Function

This completed Ask the Thought Leader Webcast shows how the market research function at Farmers Insurance developed a Consumer Lifetime Value (CLTV) model—the revenue a customer generates during their lifetime with the company—to pursue sales and marketing strategies based on the monetary value of each customer.

Featured Thought Leader: Shiv Gupta, Director of Insight and Innovations at Farmers presented Key Lessons and answered audience questions during the live webcast.

The webcast shows how Farmers:

• Creates the CLTV model and performs CLTV- based segmentation for actionable segment profiles

• Evaluates the implications of CLTV to the organization and institutes CLTV-based marketing strategies

• Embeds sales strategies focused on acquisition and retention of high-value customers

• Incorporates the CLTV metric into reporting systems driving CLTV-focused behaviors

Profiled Company: Farmers Insurance Group is a US-based multi-line, multi-company insurance and financial services provider.

CLICK HERE to see an excerpt from the featured Best Practice Guidebook

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Click "Play" under the "Recorded" section below to listen to past Ask the Thought Leader webinars.