On Hold for 45 Minutes? It Might Be Your Secret Customer Score

Retailers, wireless carriers and others crunch data to determine what shoppers are worth for the long term—and how well to treat them

Two people call customer service at the same time to complain about the same thing. One waits a few seconds before a representative gets on the line. The other stays on hold. Why the difference?

There’s a good chance it has something to do with a rating known as a customer lifetime value, or CLV. That secret number is used by all manner of companies to measure the potential financial value of their customers.

Your score can determine the prices you pay, the products and ads you see and the perks you receive.

.. “There’s no free lunch,” says Sunil Gupta, a marketing professor at Harvard Business School who has researched models for calculating lifetime value. “The more profitable you are, the better service you will get.”

.. Everyone with a bank account, cellphone or online shopping habit has at least one CLV score, more likely several. And most people have no inkling they even exist, let alone how they are used, what goes into them or how accurate they are. Unlike credit scores, CLVs aren’t available to consumers and aren’t monitored by any government agency.

.. “Not all customers deserve a company’s best efforts,” says Peter Fader, a marketing professor at the University of Pennsylvania’s Wharton School who helped popularize lifetime value scores. His scoring method is based on transaction history, which he says is all companies need to determine how customers will behave in the future.
.. Some companies deduct points from shoppers who exhibit costly behaviors. Banks sometimes take into account the calls people make to customer-service agents or the number of times they visit branches. Online retailers track shoppers who buy things only when they are deeply discounted. People expected to cost more than they spend can have a negative score.
.. At some carriers, high-value customers who are at risk of switching to another carrier are prioritized and get routed to a top-rated call center.
.. his e-commerce clients use scores, including CLV, to respond to email inquiries. “If you’ve got an angry shopper with a high lifetime value, you might want to bump up the priority,” he says.
.. Shoppers with higher scores, however, won’t necessarily get the best deals all the time, says Jerry Jao, chief executive of Retention Science, which has worked for companies such as Target Corp. and Procter & Gamble Co. Retailers sometimes withhold discounts to high-value customers until they are at risk of losing them. “Why waste a 25% offer when the person is going to buy anyway?”
.. The scoring helps dealerships weed out costly customers. “This is what you call grinders—people who visit 16 stores to get the absolute lowest price,” he explains.
.. his firm develops scores by crunching data on things such as previous car purchases, whether a household has a teenager, where else a person has shopped and ZIP Codes, which can be used as a proxy for income. Someone who has a Neiman Marcus credit card is going to be more valuable for a car dealership than someone with a credit card from a discount chain
.. The company tracks, for example, the number of times a person calls to complain over the prior 90 days, which can affect the CLV.An airline can compare how often a shopper complains with his or her lifetime value and customer experience score, which measures inconveniences such as number of times in the middle seat, flight delays and lost bags.

“A high-value customer who had a real service disruption and never calls to complain should be compensated more quickly than someone who is complaining and costing time and money,” Mr. Srinivasan says.

Donna Brazile: I considered replacing Clinton with Biden as 2016 Democratic nominee

Former Democratic National Committee head Donna Brazile writes in a new book that she seriously contemplated replacing Hillary Clinton as the party’s 2016 presidential nominee with then-Vice President Biden in the aftermath of Clinton’s fainting spell, in part because Clinton’s campaign was “anemic” and had taken on “the odor of failure.”

.. Brazile writes that she considered a dozen combinations to replace the nominees and settled on Biden and Sen. Cory Booker (N.J.), the duo she felt most certain would win over enough working-class voters

.. Brazile paints a scathing portrait of Clinton as a well-intentioned, historic candidate whose campaign was badly mismanaged, took minority constituencies for granted and made blunders with “stiff” and “stupid” messages.

.. Brazile alleges that Clinton’s top aides routinely disrespected her and put the DNC on a “starvation diet,” depriving it of funding for voter turnout operations.

.. Perhaps not since George Stephanopoulos wrote “All Too Human,” a 1999 memoir of his years working for former president Bill Clinton, has a political strategist penned such a blistering tell-all.

.. Brazile reveals how fissures of race, gender and age tore at the heart of the operation — even as Clinton was campaigning on a message of inclusiveness and trying to assemble a rainbow coalition under the banner of “Stronger Together.”

.. Brazile abruptly and, she writes, reluctantly took over in July 2016 for chairwoman Debbie Wasserman Schultz.

.. Brazile describes her mounting anxiety about Russia’s theft of emails and other data from DNC servers, the slow process of discovering the full extent of the cyberattacks and the personal fallout. She likens the feeling to having rats in your basement: “You take measures to get rid of them, but knowing they are there, or have been there, means you never feel truly at peace.”

.. Brazile writes that she was haunted by the still-unsolved murder of DNC data staffer Seth Rich and feared for her own life, shutting the blinds to her office window so snipers could not see her and installing surveillance cameras at her home. She wonders whether Russians had placed a listening device in plants in the DNC executive suite.

.. top Democratic officials were “encouraging us not to talk about it.” But she says a wake-up moment came when she visited the White House in August 2016, for President Obama’s 55th birthday party. National security adviser Susan E. Rice and former attorney general Eric Holder separately pulled her aside to urge her to take the Russian hacking seriously, which she did, she writes.

That fall, Brazile says she tried to persuade her Republican counterparts to agree to a joint statement condemning Russian interference but that they ignored her messages and calls.

.. Backstage at a debate, she writes, she approached Sean Spicer, then-chief strategist for the Republican National Committee, but “I could see his eyes dart away like this was the last thing he wanted to talk to me about.” She asked RNC Chairman Reince Priebus, too, but “I got that special D.C. frost where the person smiles when he sees you but immediately looks past you trying to find someone in the room to come right over and interrupt the conversation.”

.. The WikiLeaks releases included an email in which Brazile, a paid CNN contributor at the time, shared potential topics and questions for a CNN town hall in advance with the Clinton campaign. She claims in her book that she did not recall sending the email and could not find it in her computer archives

.. Whenever Brazile got frustrated with Clinton’s aides, she writes, she would remind them that the DNC charter empowered her to initiate the replacement of the nominee. If a nominee became disabled, she explains, the party chair would oversee a complicated process of filling the vacancy that would include a meeting of the full DNC... The morning of Sept. 12, Brazile got a call from Biden’s chief of staff saying the vice president wanted to speak with her. She recalls thinking, “Gee, I wonder what he wanted to talk to me about?” Jeff Weaver, campaign manager for Sen. Bernie Sanders (I-Vt.), called, too, to set up a call with his boss, and former Maryland governor Martin O’Malley sent her an email.
.. Brazile writes that she inherited a national party in disarray, in part because President Obama, Clinton and Wasserman Schultz were “three titanic egos” who had “stripped the party to a shell for their own purposes.”
.. In her first few days on the job, Brazile writes that she also discovered the DNC was $2 million in debt and that the payroll was stacked with “hangers-on and sycophants.” For instance, Wasserman Schultz kept two consulting firms — SKDKnickerbocker and Precision Strategies — each on $25,000-a-month retainers, and one of Obama’s pollsters was still being paid $180,000 a year.
.. Brazile also details how Clinton effectively took control of the DNC in August 2015, before the primaries began, with a joint fundraising agreement between the party and the Clinton campaign.She said the deal gave Clinton control over the DNC’s finances, strategy and staff decisions — disadvantaging other candidates, including Sanders. “This was not a criminal act, but as I saw it, it compromised the party’s integrity,”

.. Brazile writes that Clinton campaign manager Robby Mook and his lieutenants were so obsessed with voter data and predictive analytics that they “missed the big picture.”

“They knew how to size up voters not by meeting them and finding out what they cared about, what moved their hearts and stirred their souls, but by analyzing their habits,” she writes. “You might be able to persuade a handful of Real Simple magazine readers who drink gin and tonics to change their vote to Hillary, but you had not necessarily made them enthusiastic enough to want to get up off the couch and go to the polls.”

Automatic and enhanced Google Analytics tracking for common user interactions on the web.

The default JavaScript tracking snippet for Google Analytics runs when a web page is first loaded and sends a pageview hit to Google Analytics. If you want to know about more than just pageviews (e.g. where the user clicked, how far they scroll, did they see certain elements, etc.), you have to write code to capture that information yourself.

.. The following table briefly explains what each plugin does; you can click on the plugin name to see the full documentation and usage instructions:

Plugin Description
cleanUrlTracker Ensures consistency in the URL paths that get reported to Google Analytics; avoiding the problem where separate rows in your pages reports actually point to the same page.
eventTracker Enables declarative event tracking, via HTML attributes in the markup.
impressionTracker Allows you to track when elements are visible within the viewport.
maxScrollTracker Automatically tracks how far down the page a user scrolls.
mediaQueryTracker Enables tracking media query matching and media query changes.
outboundFormTracker Automatically tracks form submits to external domains.
outboundLinkTracker Automatically tracks link clicks to external domains.
pageVisibilityTracker Automatically tracks how long pages are in the visible state (as opposed to in a background tab)
socialWidgetTracker Automatically tracks user interactions with the official Facebook and Twitter widgets.
urlChangeTracker Automatically tracks URL changes for single page applications.