Blockbuster Video can improve its marketing strategy by analyzing customer data to calculate customer lifetime value (CLV). CLV considers a customer's historic and future value to classify them into segments - invest, re-engineer, engage, eliminate. Corresponding marketing strategies target each segment. Additional analyses of customer transactions and demographics can identify profitable products and customers to personalize campaigns through phone, email. Market analysis considers supply and demand trends to segment the market and ensure Blockbuster targets the right segments.