from Ambition Data…

Zack Anderson, SVP and Chief Analytics Officer at EA (Electronic Arts), talks about how their CLV model shifted their data analytics and, by extension, the culture of the company. Its new customer-centric approach better supports its “Player First” mission.   EA reduced marketing spend from 22% of revenue to less than 12% and enabled the company to develop its most successful game to date: Battlefield 1. In this episode, Anderson explains that calculating CLV isn’t the same as acting on it, and shares his four key points for actualizing your own transformation.