In the first edition Cokins also provided a discussion of what I called "the customer question". Customer centricity certainly stands paramount among the corporate planners and executives. For the CIO you have to work hard to glean from this chapter the role of the CIO. The case made here by Cokins, although it is not his argument at all, is for the corporate statistician and data analyst. How does the CIO come prepared to decide which analytical tools are appropriate for addressing the CLV problem? As you read this chapter, read it through the eyes of a CIO, and seek relevance. which metrics matter.pdfHow to Measure and Manage Customer Value and Customer Profitability.docxRead the articles to answer the question. Please No Plagiarism or Verbatim but you MUST use a lot of quotes from the articles.