Program Details

Customer Economics: Deeper Insights. Greater Value

Humanizing + Analyzing Relationships to Drive Revenue, Retention and Returns

Sponsors and Partners:

Sponsors and Partners:


The CMO Council, in partnership with Hux by Deloitte Digital, is undertaking research into the forces shaping the “Customer Economics” imperative. The program will audit and assess the degree to which marketers view and value the concept of “Customer Economics” as a way to have a richer understanding of the customer.

Specifically, the CMO Council will look at digital marketing’s impact on long-term customer value creation. Research will cover important requirements, such as humanizing connections and understanding emotive drivers, frictionless eCommerce and responsive aftermarket support, and unifying data for a 360-degree customer view.

The goal is to shine a light on marketing’s need to rethink and re-evaluate customer engagement strategies, marketing processes and customer data utilization capabilities from lead to loyalty.


"Customer Economics” is an urgent area of strategic focus and attention for savvy marketers faced with global turbulence that has created severe consumer anxiety, behavioral change, spend reduction and lifestyle upheaval. Now, more than ever, it is essential to analyze the costs, value and returns associated with acquiring critical customer constituencies.

Much of the “Customer Economics” discussion boils down to cost-effective actions for mining data-driven customer insights, driving initiatives that convert customers, and executing on requirements for creating long-term customer relationships.

Research Focus

Topics to be addressed and explored include:

  • Ownership of strategic growth and profitability and needing to leverage customer lifetime value to drive decision-making
  • Measurement and tracking of customer lifetime value (i.e., customer acquisition cost, potential value and return, profitability)
  • Segmentation and targeting of customer sets with the potential for long-term value
  • New approaches to evidencing customer value and long-term customer relationships
  • Customer data insights to better qualify and maximize the potential value of customers
  • Effectiveness of customer acquisition, conversion, revenue optimization and retention programs
  • Best practice approaches to reducing customer attrition, churn and competitive defection
  • Techniques to identify, acquire and retain the most profitable customers

Research: Survey & Reports



Curated Facts & Stats

The increasing prevalence of AI-generated information is likely to drive a significant change in how consumers seek out information. Traditional search engines like Google may see a decline in user traffic as consumers pivot more and more toward embracing AI tools such as ChatGPT to answer their questions. This shift signifies a growing trust in artificial intelligence to curate and deliver relevant content.

Source: WSI World

The gap between generations in terms of wealth and property ownership will continue to drive global and social change in 2024. According to research conducted in 2023, the median wealth of millennials (born early eighties to late nineties) is less than half that of baby boomers (born mid-fifties to mid-sixties) at the same age.

Source: Bernard Marr/Forbes

The relevance of artificial intelligence (AI) in digital marketing is growing. According to McKinsey, generative AI’s impact on productivity could add trillions of dollars in value to the global economy. In 2024, marketers should make use of AI-powered technologies to optimise performance.

Source: Marketing Week

Shopping habits of the younger cohort differ significantly from baby boomers. Approximately 37% of Gen Z consumers allowed tracking in order to see more relevant advertising, with the remaining 43% opting out. For baby boomers, the vast majority opted out.


Companies are either seeing significant (25 percent) or some (68 percent) uplift in customer lifetime value from the use of personalization


Customers are more than two times as likely to view personalized offers as important versus unimportant


63 percent of consumers stop purchasing products from companies that they feel do not personalize their marketing content well


36 percent of shoppers say retailers need to do more to offer more personalized experiences


Marketers cite delivering better customer experiences (88 percent), increasing loyalty (59 percent), and generating measurable lift/ROI (50 percent) as top motivating factors for driving personalization within their own organization