Monte Carlo Simulation in CLV
A single CLV number hides how uncertain customer behavior really is. Here’s how Monte Carlo simulation replaces that false precision with a realistic range of outcomes.
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Understanding CSAT and CSI in Marketing
While both CSAT and CSI are used to gauge how well a company is meeting customer expectations, they differ in scope, methodology, and purpose. In this article, we explore these differences to give you a good basic understanding for your marketing toolkit.
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Key Metrics for Customer Lifetime Value
A foundational guide to the metrics that make up Customer Lifetime Value, including average purchase value, retention rate, gross margin, and the CLV:CAC ratio, with a worked coffee subscription example.
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Difference between Up-selling and Cross-selling
Up-selling is changing the consumer’s decision from a lower priced product to a higher priced product. With cross-selling, we sell additional products or a greater volume of products to the same consumer.
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How to build profits through customers
Customers = a business A fundamental truth is that a business only exists when it has customers, and for most businesses, the majority of their profits come from ongoing transactions with customers. Therefore, the goal of the marketer is to understand the key opportunities to maximize profitability for the firm (or the brand) over time,
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Understanding Share of Hearts Metrics
“Share of Hearts” is a qualitative measure of marketing success. It differs from the more tangible metrics (such as market share, that is based on sales) and focuses on the less tangible aspects the consumers’ emotional engagement with a brand.
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Age Cohorts and Gen Edge
Generation Edge, also known as Gen Z, is a demographic group that is currently coming of age and significantly impacting consumer culture. Born after the Millennials, they are the children of Gen Xers.
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Quick Online CLV Calculator
Free online CLV calculator The following free online CLV calculator is ideal for quick calculations of customer lifetime value. If you need a more detailed calculation of customer lifetime value, please download the free Excel template for calculating customer lifetime value. How use the free online CLV calculator You only need to enter three numbers
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Full CLV Calculator (with Financials)
How to Use the Full CLV Calculator You only need to enter four numbers – please only type over the numbers in the white cells – the numbers in the orange cells are automatically calculated for you. To calculate the customer lifetime value, you will need to enter: Average customer acquisition costs Average customer profit
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Videos on CLV
There are five CLV videos available here: Using the free Excel CLV template (available for download on this site) A step-by-step guide to the CLV formula and calculation Using Excel to calculate CLV (without the above template) A guide to understanding discount rates An overview of financial metrics for marketing
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