Saga's Superbrand Strategy
UNLOCKING CUSTOMER VALUE THROUGH DATA
A CUSTOMER MANAGEMENT APPROACH BASED ON
LIFETIME VALUE IS AT THE HEART OF OUR STRATEGY
£££
Lifetime value
£
Cost per
acquisition
£
Current
lifetime value
£££
Potential
lifetime value
By utilising lifetime value alongside cost per
acquisition, Saga will be able to effectively
balance between cost and return at an individual
customer and group level
The difference between, and changes in, current
lifetime value and potential lifetime value will
direct the strategy and tangible targeted
marketing activity
More informed basis for strategic and operational investments
Understanding the best ways to unlock the value from every customer
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Capital Markets Event - Saga's Superbrand Strategy
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