The customer lifetime value calculation (step-by-step)

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity should be run in student pairs or small groups.
Student audience: This discussion exercise is more suitable for advanced students studying services marketing or marketing metrics.
Exercise time: This activity will probably run around 10-15 minutes.
Additional resources: Please … Continue reading...

Interpreting Customer Lifetime Value

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity can be run individually or in student pairs.
Student audience: This discussion exercise is more suitable for advanced students studying services marketing or marketing metrics.
Exercise time: This activity will probably run around 10 minutes.
Additional resources: Link to … Continue reading...

Calculating Customer Lifetime Value (Basic Formula)

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is best suited as an individual task.
Student audience: This discussion exercise is an introduction to calculating customer lifetime value, which would be suitable for students of services marketing and metrics – and perhaps some students of advertising/promotion.
Exercise Continue reading...