IBM Analytics Retail Focusing on lifetime value of customers Coherent Path wanted to differentiate itself from rival firms by moving beyond simplistic ‘you may also like’ recommendations to a position where it can help its retail clients maximize both near-term revenue as well as the lifetime value of their customers. Jamie Watt, Sales and Marketing Vice President at Coherent Path says: “Consumers today have more information at their fingertips and more choice in terms of where and how they can shop. The extreme complexity in terms of the number of products and channels makes it hard for retailers to understand their customers’ behavior and preferences, particularly if they are only using nearest-neighbor statistical analysis. “We aim to help retailers understand what the optimal c

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