Professors Sunil Gupta and Donald Lehmann's E-Customer Value Project has been published in the article "Customers as Assets," which was awarded the Best Paper award in the Journal of Interactive Marketing.
The E-Customer Value ProjectDonald R. Lehmann and Sunil GuptaDirectorsHow much is a customer worth? This is an important question in running any business but particularly an electronic business, where much of the revenue comes in the form of monthly payments such a subscriptions (e.g., AOL) or in the form of repeated transactions by return visitors (e.g., most e-tailers). This project looks at sophisticated but simple techniques for knowing what your customers are worth.