Marketing Assignment

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Why do retailers want to determine the lifetime value of their customers? How does past customer behavior help retailers anticipate future customer retention?
Select 1 of the following articles and discuss Big Data and Customer Service in 2018 and the near future.
Retail Trends in the use of Big Data Anayltics(n.d.). Retrieved from https://strategywise.com/fast-forward-how-retailers-will-use-data-and-analytics-to-succeed-in-2018-and-beyond/