Targeting profitable customers: a clv-driven resource allocation aproach

Guilherme Augusto Rizzo; Guilherme Trez

doi:10.5585/2025.29842

Autores

Guilherme Augusto Rizzo Universidade do Vale do Rio dos Sinos (UNISINOS), Programa de Pós-graduação / Escola: Programa de Pós-Graduação em Gestão e Negócios, Departamento: Unidade Acadêmica de Pesquisa e Pós-Graduação, Porto Alegre, RS, Brasil https://orcid.org/0009-0009-2035-036X
Guilherme Trez Universidade do Vale do Rio dos Sinos (UNISINOS), Departamento: Unidade Acadêmica de Pesquisa e Pós-Graduação, Programa de Pós-graduação / Escola: Programa de Pós-Graduação em Gestão e Negócios, Porto Alegre, RS, Brasil https://orcid.org/0000-0001-8782-7681

DOI:

https://doi.org/10.5585/2025.29842

Palavras-chave:

customer lifetime value, prospect lifetime value, customer segmentation, cox proportional hazards model, linear regression, customer selection

Resumo

Purpose: This study aimed to develop an analytical framework for customer acquisition based on customer lifetime value (CLV). The framework seeks to identify the most profitable customer profiles and provide a replicable model for other companies, to guide strategic marketing resource allocation decisions.

Methodology/Approach: The model was developed by combining econometric analysis with predictive modeling, specifically linear regression and the Cox proportional hazards model. The proposed framework integrates well-established methods from the literature and is designed to be extensible, allowing the incorporation of new techniques and technologies.

Main results: The results confirmed the effectiveness of the CLV-based framework in identifying the most profitable profiles among new customers, highlighting significant differences in projected profitability across the segments analyzed. The framework proved to be a strategic tool for allocating marketing resources.

Theoretical/methodological contributions: This study contributes to the literature by integrating econometric and predictive models into a CLV-based customer-acquisition framework, a topic that remains relatively underexplored. The framework can be adapted by modifying CLV measurement methods, enabling its application in companies with varied operational configurations.

Relevance/originality: This work presents an original framework for customer acquisition, distinguishing itself from prior models focused on active customers. Based on the CLV, the proposal is applicable across industries, providing a practical systematic framework that combines predictive analysis with strategic allocation of resources, strengthening decision making in competitive markets.

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Tradução

Este artigo é uma tradução em English do artigo: Prospecção de clientes: uma abordagem de alocação de recursos com base no customer lifetime value

Biografia do Autor

Guilherme Augusto Rizzo, Universidade do Vale do Rio dos Sinos (UNISINOS), Programa de Pós-graduação / Escola: Programa de Pós-Graduação em Gestão e Negócios, Departamento: Unidade Acadêmica de Pesquisa e Pós-Graduação, Porto Alegre, RS, Brasil

Mestre em Gestão e Negócios pela Universidade do Vale do Rio dos Sinos (UNISINOS, 2023) e pela Université de Poitiers, França (2023), com especialização em Gestão Comercial pela FGV (2017) e graduação em Engenharia Química pela UFRGS (2013). Profissional com sólida experiência em cargos estratégicos de gestão em grandes empresas, atuando nas áreas de administração, estratégia, marketing e gestão comercial.

Guilherme Trez, Universidade do Vale do Rio dos Sinos (UNISINOS), Departamento: Unidade Acadêmica de Pesquisa e Pós-Graduação, Programa de Pós-graduação / Escola: Programa de Pós-Graduação em Gestão e Negócios, Porto Alegre, RS, Brasil

Doutor em Administração pela Universidade Federal do Rio Grande do Sul (UFRGS, 2009). Professor do Programa de Pós-Graduação em Gestão e Negócios (PPGN - UNISINOS) - Mestrado e Doutorado Profissional e Professor do Programa de Pós-Graduação em Administração (PPGAdm - UNISINOS) - Mestrado e Doutorado Acadêmico. Experiência acadêmica e profissional nas áreas de marketing, estratégias de marketing, gestão de valor para o cliente, orientação para o mercado, administração estratégica e gestão da saúde baseada em valor.

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