Case Study: What's a Customer Worth?

Data Driven Business Day, Grand West (NY Hilton)
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Online marketplace Etsy cares a lot about its customers, and what they’re worth. How do we understand the value they bring to an organization? Frameworks like Dave McClure’s Pirate Metrics suggest we look at the costs of acquisition, retention, and activation, versus the revenue and referral benefits a customer produces. That’s a good starting point, but there’s much more to consider: future behaviors of customers, and the many ways in which customers benefit an organization that are hard to capture.
In this session, Roberto Medri shows us how Etsy thinks about Customer Lifetime Value, and how this data is used to target your best customers, mitigate churn, and even get a meaningful value of your company’s worth.

Photo of Roberto Medri

Roberto Medri

Etsy, Inc.

Roberto Medri leads the Business Analytics team at Etsy, the world’s leading marketplace for unique goods.

At Etsy, Roberto works closely with product, marketing, and engineering to scout, build, instrument and improve Etsy’s product portfolio, spanning from revenue insights and data patterns to financial modeling to A/B experiments.

Roberto joined Etsy in 2010 as an intern while at the Wharton School, from which he graduated in 2011 as a Palmer Scholar. Before that, he worked as a consultant for Bain & Company in Italy, Switzerland, and Ukraine.

Roberto was born and raised in Lake Como, Italy.

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