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Article

Методология оценки эффективности маркетинга на основе клиентских метрик

Дворяшина М. М., Петрушенко А. В., Рыштейн И. А.

In this research, the authors consider the structured model of the processes of interactions with customers in different
segments for effective management of the customer relationship and cost of this relationship. This model’s basic
elements are marketing acquisition and retention costs per client; RFM analysis – one of the easiest instruments
for customers’ segmentation; behavioral and relational customers’ metrics, which characterize difficulties of the
customers’ relationship’s building and supporting; CLV, which characterizes customer equity as the main marketing’s active; CEV, which characterizes the interactions of customers with a firm. Interactions between customer and company are considered in structure model as an integrated system and it allows to estimate marketing effectiveness of the customer relationship.