Featured Country: Germany
Featured Session: Market Research Based Customer Equity Modeling of the German Telecommunication Market
Featured Speaker: Dr. Holger Muster, Senior Referent, Brand Strategy & Insights, Vodafone Germany
About the session: Customer Equity modeling is motivated given a highly competitive market and decreasing profits. Results from modeling are presented, focusing on the transformation of complex mathematical outcomes to actionable and understandable insights. Key aspects of the model itself and its implementation are described enabling the auditory to follow the approach.