#40: Loyalty Lessons From Wharton School's Professor of Marketing

<p>This episode of "<a href="https://podcasts.apple.com/ie/podcast/lets-talk-loyalty/id1477471222">Lets Talk Loyalty</a>" was inspired by some exciting ideas emerging from academic leaders who are increasingly helping investors to consider the future lifetime value of customers (not just historic revenues) when valuing a firm.</p> <p>"Customer Based Corporate Valuation" (CBCV) is a concept developed and commercialised by <a href="https://www.linkedin.com/in/peterfader/">Peter Fader</a>, Professor of Marketing with the Wharton School at the University of Pennsylvania, together with <a href="https://www.linkedin.com/in/danielmcc/">Dan McCarthy</a> to help investors and loyalty marketers apply ever more sophisticated financial models to our businesses to accurately understand the value of our customers as a strategic asset.</p> <p>These models are generating exciting insights for C-Suite Executives, and the episode discusses how we as loyalty marketers can ensure we educate our company leaders to appreciate and value the loyal customers and relationships we nourish.&nbsp;</p> <p><br></p> <p><strong>Show Notes:&nbsp;</strong></p> <p><strong>1) </strong><a href="https://www.linkedin.com/in/peterfader/">Professor of Marketing, the Wharton School of the University of Pennsylvania&nbsp;</a></p> <p><strong>2) </strong><a href="https://www.linkedin.com/in/danielmcc/"><strong>Dan McCarthy </strong></a><strong>- </strong>Assistant Professor of Marketing at Emory University</p> <p><strong>3) </strong><a href="https://www.mccombs.utexas.edu/Directory/Profiles/McAlister-Leigh"><strong>Leigh McAlister</strong></a><strong> - Professor of Marketing - University of Austin&nbsp;</strong></p> <p><strong>4)</strong> <a href="https://store.hbr.org/product/the-loyalty-economy/R2001B">Harvard Business Review - Jan/Feb 2020 issue articles - "The Loyalty Economy."&nbsp;</a></p> <p><strong>5)</strong> <a href="https://www.thetaequity.com/">Theta Equity Partners&nbsp;</a></p> <p><strong>6) </strong><a href="https://www.amazon.com/Customer-Ce