This case follows Ali Hurbas's attempts to utilize information extracted from the Dunia data warehouse to build potential customers' customer lifetime value (CLV). Hurbas intends to work with a spreadsheet model to evaluate Dunia's various cross selling actions as well as their effectiveness in creating the biggest CLV. First, students should explain how the spreadsheet represents the way in which Dunia makes money from cross-selling. Afterward students should use the spreadsheet to run what if analysis to see how sensitivity analysis, and complete CLV might improve to understand how price parameters and other parameters would affect profitability. A note for this case series is provided to educators to aid in course preparation.
PUBLICATION DATE: January 03, 2014 PRODUCT #: UV6951-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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