Customer Acquisition Cost and Customer Lifetime Value

Step-by-step guide to calculate customer acquisition cost and lifetime value with real business examples, and more!

Created by: Dr. Alan Zhang
Formerly Marketing Professor, Currently Data Scientist

What Will I Learn?

• Customer acquisition cost (CAC) and its calculation
• Customer lifetime value (CLV/LTV): basic and advanced level
• Past customer lifetime value (PCV) and its comparison with CLV
• Step-by-step calculation of CLV
• Acquisition campaign payback period
• Marketing campaign ROMI
• Discount rate and net present value (NPV)
• Business case practice with capstone project

Requirements

• Only simple math
• Prior knowledge about marketing is NOT needed

Target audience

• Small-business owners who wish to be more successful by understanding the value of their customers
• Entrepreneurs who are struggling with surviving or ready to move up to the next level
• Marketing or product managers who want to optimize their marketing channel ROI
• Data analyst, scientist, engineer who desire to develop more business sense and strategic thinking
• Business analyst whose role involves understanding and tracking customer behavior and performance
• Anyone who is interested in business or customer lifecycle analysis