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要实现利润最优化,企业必须将以品牌和以客户为中心的测量指标结合运用。要准确地对将来的购买行为进行预测,需要综合考量以品牌为中心的测量指标(比如品牌偏好)和以客户为中心的测量指标(比如客户满意度)。本文作者采用两个不同行业的数据对这两类指标的预测能力进行了研究。
To optimize their profits, companies must use both brand and customer-centric metrics. Predicting future purchases accurately requires a combination of brand-centric metrics (such as brand preference) and customer-centric metrics (such as customer satisfaction). The author uses data from two different industries to study the predictive power of these two categories of indicators.