Measuring Customer Acquisition Value: A Comprehensive Approach to Customer Equity

Document Type : Research Paper


K. N. Toosi University of Technology, Tehran, Iran


In information technology era, databases are known as
one of the most valuable resources for organizations, especially used
in database marketing. Customer Equity is a key concept in Database
Marketing which integrates customer acquisition, retention and development.
From the perspective of customer equity, customers are the
primary source of both current and future cash-flows. Customer equity
models emerge as powerful tools to maximize the return on marketing
investments, and to guide the allocation of the marketing budget. Because
of the importance of customer acquisition as a key dimension
of customer equity, this paper focused on the measurement of customer
acquisition value. By studying different research papers on customer acquisition
and comparing them, we address the gaps especially in quantifying
the customer equity and propose some suggestions for more comprehensive
assessment of acquisition value.


  • Receive Date: 01 September 2014
  • Revise Date: 01 October 2014
  • Accept Date: 01 November 2014
  • First Publish Date: 01 October 2015