oliviakendra oliviakendra

04-10-2022
Mathematics

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Part II. Customer lifetime value (3 points)

Estimate the value of a customer by calculating the customer value multiplier for the modified “customervalue.xlsx” dataset from the textbook. Also, carry out sensitivity analysis. Note that the number of time periods is changed to 180 (instead of 360 as in the textbook example), the discount rate to 0.15 (instead of 0.1), and the retention rate to 0.75 (instead of 0.8). Refer to pages 328, 329, and 330 of the marketing analytics textbook.

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