Customer lifetime value analysis at COMTEL

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