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Marketing Analysis Toolkit: Customer Lifetime Value Analysis

9-511-029
Résumé
Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric which allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset acquisition - attracting new customers to the firm, asset maximization - maximizing the value the firm extracts from each customer, and asset retention - retaining existing customers for the long term. The note gives students a foundation for analyzing marketing cases, as well as providing an analytical structure and process for completing a marketing plan. The note is accompanied by a free Excel worksheet which contains sample problems, prebuilt Excel models to calculate customer lifetime value, and charts and graphs which help visualize the results.
Mots-clés
Analytics;Customer & client analysis;Customer acquisition;Customer churn;Customer relationship management;Customer relationship management tools;Customer retention;Focusing on customers;Market segmentation;Marketing;Marketing planning;Marketing strategy;Metrics;Return on investment;Strategic planning;Value chains
Public
Case
Caractéristiques particulières
Spreadsheet Supplement, (511702), 0p, by Thomas Steenburgh, Jill Avery
Livraison par lien de téléchargement
9
Non

Adhérents : 5,10 € HT / Non adhérent : 5,50 € HT
Licence à l'unité*
* Usage unique limité à une session. Prix par étudiant formé. Licence à renouveler pour chaque nouvelle session.

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