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.
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