Marketing accountancy for relationship marketing: essence and metrics

Author: Prof. Lina Anastassova, PhD (Burgas Free University)

Keywords: Relationship marketing, Marketing accountancy, Customer Lifetime Value

The current paper examines at the beginning the principal differences between the traditional marketing and the more recent marketing paradigm- the relationship marketing. The main goal of the paper is to discuss and present via literature review the author's opinion about the possible metrics which can evaluate the effects of relationship marketing implementation– their essentials, their advantages and disadvantages and the way the metrics can be calculated. The most important metrics are: retention rate, share of customer wallet, number of attracted clients per 1 current client for defined period, Customer Lifetime Value (CLTV), Cost per lead (CPL), percentage of the turned leads into real clients per 1 representative, Cost for retention per 1 client (CPR) etc. The paper discusses and presents shortly in its last part the capabilities of the various CRM systems- simple and more advanced for implementation of effective relationship marketing.
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