Can you choose valuable customers for profitable outcomes? | MMA Global

Can you choose valuable customers for profitable outcomes?

Wednesday, May 19, 2021 - 11:00am to 12:00pm CEST

Watch the Webinar:

In MMA’s “Great Debate Series” we discuss the growth frameworks of world-renowned academics with leading marketing experts in Germany. In the first of four panels we debate Dr. Peter Fader’s framework. Fader is professor of marketing at the Wharton School of the University of Pennsylvania and a representative of a customer centric approach. Fader operates on the founding belief that marketers must leverage customer lifetime value. He argues marketers generate the best results when they find the customers most likely to buy their product or service — and then finding more of them. Marketers should analyze behavioral data to understand and forecast customer shopping/purchasing activities.


Watch the recording of our panel-discussion to hear what our experts think about this approach and how they define and live customer centricity in their organizations.

Operating Partner Markeing
VP of Global Marketing
Jochen Schweizer
Chief Content Officer