Following is a lifetime-value analysis framework similar to that presented in the chapter. Perform the calculations necessary
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Following is a lifetime-value analysis framework similar to that presented in the chapter. Perform the calculations necessary to complete row K:
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YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5 Revenue A Customers 2,000 B Retention rate 30% 40% 55% 65% 70% C Average yearly sales $250 $250 $250 $250 $250 D Total revenue Costs E Cost percentage 50% 50% 50% 50% 50% F Total costs Profits G Gross profit H Discount rate 1 1.15 I NPV profit J Cumulative NPV proft K Lifetime value per customer - - -
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To complete row K we first need to calculate the retention rate for each year The retention rate is the percentage of customers from the previous year ...View the full answer
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Advertising, Promotion, And Other Aspects Of Integrated Marketing Communications
ISBN: 9781337282659
10th Edition
Authors: J. Craig Andrews, Terence A. Shimp
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