Marketing Analysis Toolkit Customer Lifetime Value Note Thomas Steenburgh Jill Avery 2010
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1) Marketing Analysis Toolkit: Customer Lifetime Value The following is a description of a marketing analysis toolkit designed to help organizations understand the economic value of their customer base. The main benefits of this toolkit are: 1) Improved understanding of customer lifetimes The toolkit includes a Lifetime Customer Analysis (LCA) exercise that maps out the customer journey from the moment they first encounter your organization (the “inflow” stage) to the moment they become customers (the “outflow” stage), and from
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The customer lifetime value (CLV) is an invaluable tool for understanding the profitability of customer acquisition. A CLV is the present value of all future sales, discounted by the lifetime discount (LTD). We’ll assume a discount of 10%, as that is a common one. This is the formula: CLV = (LTD * present value of future sales) * (present value of customer’s lifetime) Here’s a table of some numbers to illustrate what this means: 1. case study help CLV
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The customer lifetime value (CLV) is a critical metric for any marketer. It’s the sum of the estimated time a customer spends buying a product, the revenue a company will earn from that customer over time, and the cost the company will incur to acquire that customer (or retain existing customers). CLVs are used to guide pricing, inventory, marketing, product, and customer service decisions. Adopted from Kotler (1998), this handy graphic shows how CLVs work.
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