Praxis Learn^™by Praxis Learning Solutions

Customer lifetime value

Name: Customer lifetime value
SKU: PL-MCB-MKT-03
Price: 295 ZAR
Availability: InStock

R295

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In 35 minutes you will work out customer lifetime value from purchase value, frequency and lifespan. You will also turn it into gross profit lifetime value before comparing it with CAC. And you will grow lifetime value with the three levers, using recent cohort data.

SKU: PL-MCB-MKT-03

Category: Micro courses

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Description

Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: What is one customer really worth to you?

What happens in it: Watch the idea unfold: one sale, a habit, the years, and what is really left for you. In Your call you make the decisions in a real case: Harbor & Pine’s CAC is R1,500, and finance wants to know whether that is sustainable. I’ve been asked to work out customer lifetime value: R850 an order, 6 orders a year, an average of 3 years as a customer and a 40% gross margin. Then, in the boardroom, you make the case to Daniel, the cFO, in three questions.

How it works: five scenes in about 35 minutes: the data film, the lesson, Your call, practice with fresh numbers that mark themselves, and the boardroom. Finish all five for your certificate. It is course 3 of 5 in the Customer unit economics season of the Marketing series.