What additional information might be helpful to joan

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Reference no: EM134035698

Assignment:

The Tuscan Lifestyles case is meant to introduce you to the process of calculating a customer's lifetime value to a firm using real data. The data from this case is from a nationally known catalog business (the name is changed to protect confidentiality). The documents that are provided for you in order to complete this case exercise are the following (all of which are available for download on the course website):

1. Tuscan Lifestyles: Assessing Customer Lifetime Value (Journal of Interactive Marketing)

2. Tuscan Lifestyles Worksheet (An excel spreadsheet designed to help you with your calculations)

Case Questions:

1. What is the average lifetime value (after 5 years) of a customer whose initial purchase is less than $50?

2. What is the average lifetime value (after 5 years) of a customer whose initial purchase is greater than $50?

3. Based on these expected lifetime values, what marketing plans might be advisable?

4. Do you agree with Joan's assumption that 5 years is a reasonable time horizon? Why or why not?

5. Do you have suggestions for other ways to group customers for determining lifetime value?

6. What additional information might be helpful to Joan?

Reference no: EM134035698

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