Customer lifetime value analysis at COMTEL
Van Gool, J. Roodhooft, Filip Kemseke, P.
Van Gool, J.
Roodhooft, Filip
Kemseke, P.
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Publication Year
2010
Journal
Book
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Abstract
By analyzing this case, students learn to apply management accounting and cost control concepts in practice. They will also think independently, creatively and in a structured way on the development of marketing strategies. The proposed questions require the students to calculate customer lifetime values for the acquisition of new customers across product segments, calculate up-sell and win-back potential, prioritize which segments should be targeted with promotional campaigns and assess the use of multiple marketing campaigns for the selected segments