At the same time as our project was going going an International Consulting Company was brought in to do pretty much an identical project, Lifetime Value for customers. We were able to work fairly closely together and our projects wound up being very similar. The ICC team was very valuable to us in that ICC was working with the CMO directly and so our project was able to gain tremendous credibility through association and to some degree confusion with the ICC project.
ICC and our group had slightly different methodologies; ours was adopted because we had resources to deploy the results in the data warehouse and the ICC didn't.
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