Jesús García de Madariaga Miranda,
Department of Marketing and Market Research
Faculty of Economics and Business Sciences
Complutense University of Madrid.

Short Bio-data:

Jesús García-Madariaga is a Full Professor in Marketing at the Faculty of Economics and Business Sciences of Complutense University in Madrid (Spain). He is chair of the Markco2 research group, former Editor in Chief of International Journal of Internet Marketing and Advertising (Inderscience) and visiting scholar at different international universities in extended stays (California Polytechnic State University) and temporary. His research interests encompass Digital Marketing, Neuromarketing, Customer Value Management, Tourism, and CSR. His research has been published in refereed international journals, including Journal of Consumer Behavior, Decision Support Systems, Technological and Economic Development of Economy, Journal of Hospitality and Tourism Management, Journal of Retailing and Consumer services, Physiology & Behavior and Journal of Business Ethics among others.
Title: "How to get ahead in Customer Value Management.Pitching the Right Product To the Right Customer At the Right Time".
Initially, the ability to make successful marketing decisions with an end goal of maximizing ROI relies on the company's ability to produce useful measures of customer value. Knowing how much each customer is worth is crucial when a company decides which (if any) marketing communications should be initiated with that customer. Once a company has predicted the values of all of its customers at the individual level using different metrics, strategic marketing decisions can be made to achieve maximum ROI. These different strategies involve reaching the right customer at the right time with the right offer. One of the main goals of this talk is to answer this question: how does a company develop a CVM model? How does a company balance customer acquisition and retention? This research was recently published: Pedreño, A. & García-Madariaga, J. (2022): A conceptual framework for customer value management, Revista de Marketing y Publicidad, 5 (Marzo-Oct.) 43-65. https://doi.org/10.51302/marketing.2022.806, (ISSN: 2659-3904) and Lamela Orcasitas, C. and García-Madariaga, J. (2023), How to really quantify the economic value of customer information in corporate databases, Humanities and Social Sciences Communications 10, 166. https://doi.org/10.1057/s41599-023-01654-6 JCR Q2 (37/112) in Social Sciences.