Harvard Business Review

DECEMBER 23, 2013

These estimates can then help determine the Net Present Value (NPV) of the long term effect of marketing in terms of future sales. typically are short-term calls to action and contribute little to building the brand and consumer loyalty. customer surveys). Marketing analytics is far from a monolithic approach.

Marketing 10

Marketing NPV Short-term Net Present Value 10

Harvard Business Review

MAY 4, 2017

Next time you're deciding about a big investment, NPV can help you make a more informed decision. Invest today to build an ecosystem, demonstrate value, drive network effects, and create customer loyalty. Today, AWS is a much more valuable business for the company’s long-termism. So is Facebook. So is Google. Related Video.

Collison 9

Collison Net Present Value Company Short-term 9

Harvard Business Review

SEPTEMBER 21, 2015

Lotta understood the promise: Customers could get the same rates they would on Priceline or Expedia — or even lower ones — plus all the benefits of direct booking, such as flexible room choices, loyalty program points, the ability to make custom amenity requests, and no cancellation fees. ” Negative NPV.

Case Study 8

Case Study Travel Hotels NPV 8