7 Posts found for Author: Michael Ross

We believe very firmly that there’s something foundational about cohorts. When we say “cohort,” we mean a group of customers that were acquired in a period, whether that’s a monthly cohort, a quarterly cohort, or an annual cohort. The 2021 cohort is a group of customers who made their first purchase in 2021.

What’s powerful about a cohort is that the membership of that group never … [ Read more ]

Content: Quotation | Author: Michael Ross | Source: McKinsey Quarterly | Subject: Customer Related

The opportunities to use customer analysis to change behavior go way, way beyond what is in the marketing domain—it goes to how we think about profitability, how we align channels, how we align the service propositions, how we align the operational experience, and how we understand which elements of products or categories are good for acquiring and retaining customers.

Content: Quotation | Author: Michael Ross | Source: McKinsey Quarterly | Subject: Customer Related

Understanding the time between first and second purchase is incredibly helpful. It is a very good discipline to understand, “Why do customers only buy once? How can we get them to come back? How can we get them to come back faster?” That drives a lot of very good behaviors.

Content: Quotation | Author: Michael Ross | Source: McKinsey Quarterly | Subjects: Customer Related, Marketing / Sales

When you look at a distribution of customer value, you will often see that a high-value customer—what we’d call a top-decile customer—can be worth 40 or 50 times a low-value customer. The notion of an average customer may be mathematically true, but it doesn’t really exist in practice or is extremely unrepresentative of a customer base.

Content: Quotation | Author: Michael Ross | Source: McKinsey Quarterly | Subject: Customer Related

Every business does some customer analysis. That’s a truism, but what I think is missing is a systematic, structured audit that consists of a set of foundational analyses that leave nowhere to hide, and that allows you to understand at a very deep level how customers are behaving.

Content: Quotation | Author: Michael Ross | Source: McKinsey Quarterly | Subject: Customer Related

When is the last time you took stock of your customer base? Two marketing and data experts say it’s due for a systematic review.

Content: Article | Authors: Anita Balchandani, Michael Ross, Peter Fader | Source: McKinsey Quarterly | Subjects: Customer Related, Marketing / Sales

In an excerpt from their book ‘The Customer-Base Audit,’ Peter Fader, Bruce Hardie, and Michael Ross ask critical questions to help you gauge how much you really understand about your customers’ buying behavior.

Content: Article | Authors: Bruce Hardie, Michael Ross, Peter Fader | Source: Knowledge@Wharton | Subject: Customer Related