Customer Lifetime Value
This technical note provides an update on the use of customer data in marketing organizations and discusses how calculations of customer acquisition costs are made. It introduces the concept of customer lifetime value and provides examples of how it is calculated and how it is used. If desired, this reading is good preparation for students completing the Kellogg exercise "Maru Batting Center: Customer Lifetime Value," Case #3-112-003.
Julie Hennessy, Evan Meagher
Hennessy, Julie, and Evan Meagher. Customer Lifetime Value. Case 7-312-500 (KEL695).