佛商学院的客户终生价值计算器lifetimevalue
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Lifetime Customer Value Calculator
Contents Introducti on Basic ModelAssumpti ons Basic ModelCalculatio ns Complex ModelAssumpti ons Complex ModelCalculatio ns
INTRODUCTION
the user must estimate how many existing customer s will continue to buy, a percenta ge known as Retention Rate. After adjusting for price inflation, this gives us all the compone nts we need for the perpetuity formula. In the simple model the customer is considere d to have an infinite economic life, although this is not too great a distortion unless retention rates are extremely high. (Even at 80% retention, a customer is almost 90% ‘ used up’ after just ten years.)
by product, as well as breaking up customer present value by product.
Direction s For more detailed directions place your mouse above the red celltips located througho ut the tool. See this example ->
acquired customer.
The customer value calculatio n is similar to a perpetuity function. At each potential repurcha se period,
Lifetime Customer Value Calculator
In the complex model, the user can assign a specific useful economic life to a customer, set multiple
Lifetime Customer Value Calculator
INTRODUCTION
retention rates for different years, and look at the value of a customer for a company with multiple products. The calculatio n page then separates the profitabilit y of the customer on an annual basis and
Inputs for complex LTV model
Outputs for complex LTV model
INTRODUCTION
The models assume that customer acquisitio n is done through a spending program that could include advertise ments, special discount coupons or giving out of free samples. The user must make assumpti ons about how much it costs the company to reach each potential customer as well as what percenta ge of customer s reached will make an initial purchase. If there are additional costs (such as a rebate) that only apply to actual customer s, those are also calculate d. This provides a total cost per
allows the user to examine multiple products with distinct customer loyalty and repurcha se characteri stics.
This sheBaidu Nhomakorabeat
Inputs for basic LTV model
Output report for basic LTV model
Overvie w The LVC tool is designed to let the user estimate the cost of acquiring a customer and the NPV of that customer’ s business during his useful economic life. Two models are offered – a simple one that looks at a single product and somewha t simplified assumpti ons, and a more complex model that
You may want to print these directions as a reference guide for this tool. You can do this by selecting Print Sheet with Celltips from the HBS Menu
Contents Introducti on Basic ModelAssumpti ons Basic ModelCalculatio ns Complex ModelAssumpti ons Complex ModelCalculatio ns
INTRODUCTION
the user must estimate how many existing customer s will continue to buy, a percenta ge known as Retention Rate. After adjusting for price inflation, this gives us all the compone nts we need for the perpetuity formula. In the simple model the customer is considere d to have an infinite economic life, although this is not too great a distortion unless retention rates are extremely high. (Even at 80% retention, a customer is almost 90% ‘ used up’ after just ten years.)
by product, as well as breaking up customer present value by product.
Direction s For more detailed directions place your mouse above the red celltips located througho ut the tool. See this example ->
acquired customer.
The customer value calculatio n is similar to a perpetuity function. At each potential repurcha se period,
Lifetime Customer Value Calculator
In the complex model, the user can assign a specific useful economic life to a customer, set multiple
Lifetime Customer Value Calculator
INTRODUCTION
retention rates for different years, and look at the value of a customer for a company with multiple products. The calculatio n page then separates the profitabilit y of the customer on an annual basis and
Inputs for complex LTV model
Outputs for complex LTV model
INTRODUCTION
The models assume that customer acquisitio n is done through a spending program that could include advertise ments, special discount coupons or giving out of free samples. The user must make assumpti ons about how much it costs the company to reach each potential customer as well as what percenta ge of customer s reached will make an initial purchase. If there are additional costs (such as a rebate) that only apply to actual customer s, those are also calculate d. This provides a total cost per
allows the user to examine multiple products with distinct customer loyalty and repurcha se characteri stics.
This sheBaidu Nhomakorabeat
Inputs for basic LTV model
Output report for basic LTV model
Overvie w The LVC tool is designed to let the user estimate the cost of acquiring a customer and the NPV of that customer’ s business during his useful economic life. Two models are offered – a simple one that looks at a single product and somewha t simplified assumpti ons, and a more complex model that
You may want to print these directions as a reference guide for this tool. You can do this by selecting Print Sheet with Celltips from the HBS Menu