CLV in Action: Your Strategic Advantage in 2024
Don't worry if you missed this webinar. You can still receive the recording by registering below.
Theta co-founder Dan McCarthy spoke with Jaime Colmenares, Head of Measurement Operations at Uber. They discussed observations and lessons learned on how even the biggest names can make big bets without the best data guiding the decisions, including these topics:
- The danger of using 'average customer' data or simple, aggregated data for decision making - lessons from eBay;
- Getting executives bought in to define and capture customer value the correct way;
- How using CLV can help you avoid missteps when making a strategic pivot in your business;
- What happens when you start to see the value of your customers decline?
Who Is Jaime Colmenares?
Jaime is the Head of Measurement Operations at Uber where he manages data and campaign reporting for advertisers in Uber's fast-growing advertising business.
He previously led Brand Marketing Data Science at Airbnb where his team was responsible for measuring the incremental effect of marketing via experiments and quasi-experimental methods, and for developing customer and channel insights to improve the effect of Airbnb’s brand marketing.
Jaime’s role at eBay, where he led Americas Customer Strategy & Analytics, is most relevant for this discussion with Dan. He was responsible for developing insights on eBay’s most valuable and least valuable buyers and sellers, directly influencing the strategy of eBay’s Americas business unit, and having tactical impact on decision-making by marketing, merchandising, customer service and other teams. Jaime's team calculated the customer economics (both the historic value and the remaining lifetime value) of buyers and sellers on eBay and used qualitative research to understand differences between the most valuable and least valuable users. Jaime also worked on eBay’s Corporate Strategy team.
Prior to eBay, Jaime worked at Bain & Company. He received his MBA at University of California, Berkeley and lives in the Bay Area with his wife and two young children.