Leadership Insights

Identify Great Customers from Their First Purchase—A new algorithm can help you identify high-value customers

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LEADERSHIP INSIGHTS

Identify Great Customers from Their First Purchase Why do so many companies end up leaving money on the table? Because they aren't predicting which customers will become repeat buyers, says HBS professor Eva Ascarza. She and her marketing co-researcher have designed a new algorithm that can create a "first impression" of shoppers by quickly analyzing more than 40 variables. Using data from the very first transaction, companies can better identify purchasing motivations—and predict which first-time customers will create long-term value.

Strategic Marketing Management 21–26 Jun 2020 HBS Campus A successful marketing strategy starts with your customer. Whether you're a marketing decision-maker or a general manager, the Strategic Marketing Management program dives deep into the latest management concepts and marketing strategies—from market segmentation and product positioning to digital channels and social media marketing. You will emerge with the advanced skills needed to develop and implement an integrated marketing strategy that generates value for customers and growth for your organization. Is This Program Right for You? Connect with a program advisor to see if this program fits your goals and experience. You'll receive a personalized consultation, access to other program resources, and details on related offerings. CONTACT: Program Advising Team HBS Executive Education executive_education@hbs.edu UPCOMING PROGRAMS Mar 08 08–11 Mar 2020 HBS Campus Foundations of Private Equity and Venture Capital Learn More Mar 22 22–27 Mar 2020 HBS Campus Driving Digital Strategy Learn More May 31 31 May–03 Jun 2020 HBS Campus The HR-Executive Suite Connection Learn More Jun 16 16 Jun–01 Jul 2020 SESSION HBS Campus Finance for Senior Executives Learn More → More Programs

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