This technical note offers an update on the usage of consumer data in advertising organizations and discusses calculations of consumer acquisition costs are made.
It offers examples of how it's used and how it's calculated and introduces the concept of customer lifetime value. If wanted, this reading is good preparation for students finishing the Kellogg exercise "Maru Bat Facility: Customer Lifetime Value," Instance #3-112-003.
PUBLICATION DATE: October 25, 2012 PRODUCT #: KEL695-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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