Data

What Are Customers Really Worth? Turning the ‘Customer Data’ Concept Into Something Meaningful

Headshot of Peter J. Rosenwald
By Peter J. Rosenwald

The headline, “Legislation Would Force Google, Facebook to Report Value of Customer Data to SEC,” in the Media Daily News got this maverick marketer wondering just what kind of a gargantuan task it would be to try and determine the value of customer data.

Imagine what you would do if some legislation or only your boss asked you to put a rational price tag on the data in your company’s possession? The easy way, if you are a direct-to-consumer marketer, might be to add to your total year’s profit, a factor for the likely future profit contribution driven by your knowledge or assumption of the lifetime value of your customer base.

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Headshot of Peter J. Rosenwald

Peter J. Rosenwald

Peter J. Rosenwald is an expat American living and working in Brazil; founder and first CEO of Wunderman Worldwide, International Division of Wunderman agency) and first chairman of Saatchi & Saatchi Direct Worldwide; strategist and senior executive in charge of building subscription and data-driven marketing for Editora Abril, Latin America's leading magazine publisher; founder of Consult Partners, active strategic marketing consultancy working in Brazil, U.S. and U.K. International keynote speaker on data-driven marketing and author of 'Accountable Marketing' (Thomson), 'Profiting From the Magic of Marketing Metrics' (Direct Marketing IQ), and 'GringoView' blog author for Brazilian Huffington Post. With an international perspective, my blog's purpose is to share my maverick views of this business I've spent the last half-century working in, enjoying and observing.

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