Dan McCarthy on How Customer Value Drives Business Growth
Should all customers be treated the same? Dan McCarthy's research says treating them that way may be costing you.
Dan McCarthy is an expert on customer lifetime value. He explained how understanding and modeling CLV leads to smarter decisions across the business.
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Originally aired July 17, 2025 as Episode 144 of The Trusted Guide Podcast (then The Delighted Customers Podcast).
What we cover
Why many companies lose money on large parts of their customer base
Prioritizing your highest value customers
Smarter resource allocation and acquisition channels
Retention strategies grounded in customer value
Value guides investment
When you know what customers are worth, you know where to invest. Dan makes CLV practical.
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About the guest
At the time of this episode, Dan McCarthy was Associate Professor of Marketing at the University of Maryland and co-founder of Theta.
If this conversation was useful, you'll find more like it in The Trusted Guide Newsletter: practical insights on trust, influence, and leading change.
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