EP224 - Cohort Analysis and CLV with Daniel McCarthy  Daniel McCarthy (@d_mccar) is an Assistant Professor of Marketing at Emory University – Goizueta Business School, he’s one of the industries top thought leaders in the field of customer lifetime value (CLV). In this episode we discuss how CLV and customer cohort analysis can be be used operationally within e-commerce companies, as well as how customer data can be used to calculate a companies true enterprise value, customer-based corporate valuation (CBCV). Dan co-founded a predictive analytics company, Zodiac, which was later acquired by Nike. He’d made news several times by applying his CBCV to popular public companies using their public disclosures. Listen to this episode just to hear Scot say “Goizueta.” Dan’s personal website Theta Equity Partners – Dan’s current firm, focused on CBCV McCarthy, Daniel; Fader, Peter (2018). “Customer-Based Corporate Valuation for Publicly Traded Non-Contractual Firms”. Journal of Marketing Research, 55(5), 617-635. Link (download) McCarthy, Daniel; Fader, Peter; Hardie, Bruce (2017). “Valuing Subscription-Based Businesses Using Publicly Disclosed Customer Data”. Journal of Marketing, 81(1), 17-35. Link (download). McCarthy, Daniel; Fader, Peter (2020). “How to Value a Company by Analyzing Its Customers”. Harvard Business Review, 98 (1), 51-55. Link Don’t forget to like our facebook page, and if you enjoyed this episode please write us a review on itunes. Episode 224 of the Jason & Scot show was recorded live on Thursday, June 25th, 2020. http://jasonandscot.com Join your hosts Jason "Retailgeek" Goldberg, Chief Commerce Strategy Officer at Publicis, and Scot Wingo, CEO of GetSpiffy and Co-Founder of ChannelAdvisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing. Transcript Jason: [0:24] Welcome to the Jason and Scott show this is episode 224 being recorded on Thursday June 25th 2020 I’m your host Jason retailgeek Goldberg and as usual I’m here with your co-host Scott Wingo. Scot: [0:39] Hey Jason and welcome back Jason Scott show listeners well folks we have a really awesome treat for you today it’s so good that I want you go ahead and pause the show here and leave us a five star review and then come back. All right welcome back, today on the show Jason I have to admit we are kind of fanboying here so we’re going to try not to giggle too much during this interview we are excited to welcome one of the brightest Minds not only in e-commerce and Retail marketing but just marketing overall so please welcome Us in bringing Daniel McCarthy to the Jason Scott show Dan is the assistant professor of marketing at Emery’s Gazeta business school Dan welcome to the show. Dan: [1:24] Thank you for having me Jason and Scott. Scot: [1:26] Did I say that right. Dan: [1:29] Pretty much. Scot: [1:30] Glue is that a little bit more of a quiz that kind of thing in there. Dan: [1:34] It’s like sweater but boy sweater. Scot: [1:37] We sweater okay I got it all right thank you. Jason: [1:40] That that is actually part of the screening process to get into the school there’s you have to be. Scot: [1:45] Yes this is why I’m not a professor of marketing at that school whose name I’m not great at pronouncing. Dan: [1:51] Let’s check number one for us. Jason: [1:55] I think in Dan’s case there might also be a math requirement that you may not like. Scot: [1:59] Yeah I saw you had some stats at his background there. Jason: [2:02] Exactly so Dan before we jump into what we do like to give the listeners a little taste of how you came to your your current professorship in your your case can you tell us a little bit about your background. Dan: [2:17] Yes I’d spent about 60 years working at a value-based hedge fund before coming back actually for a PhD in statistics at the Wharton School, and in the middle of the Ph.D program I made a pivot into marketing and so I actually I finish the PHD in statistics but half my com