Examining the theoretical influences of customer valuation metrics

Within the previous two decades there has been an intensification of marketing activity from which there has emerged a series of concepts relating to customer profitability and value. These developments have led to the establishment of a series of techniques regarding customer valuation and can be separated into three distinct categories: customer profitability calculations; customer lifetime value; and customer equity. This paper seeks to clarify and discuss the theoretical influences upon these categories, whilst also presenting some implications for the future development of customer valuation metrics.