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 refer to the comprehensive guide to customer lifetime valueSee the full activity...

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 the free online CLV calculator, ideal for students to … See the full activity...

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 time: This discussion activity should only take around ten minutes.… See the full activity...