BIO

Bruce Hardie is a Professor of Marketing at London Business School. For most of his career, his research has focused on developing tools for analyzing customer and marketing data. His early work focused on the development of tools for new product sales forecasting and marketing mix analysis. Over the past two decades he has developed a number of key customer analytics tools for computing customer lifetime value (CLV) that have been used by thousands of data scientists and researchers around the world. He is the co-author of The Customer-Base Audit (2022) with Pete Fader and Michael Ross. The primary focus of his teaching is MBA courses on customer and marketing analytics, and the data-driven enterprise.