From the course: Excel: Market Research Strategies
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Customer acquisition cost - Microsoft Excel Tutorial
From the course: Excel: Market Research Strategies
Customer acquisition cost
- [Instructor] Customer acquisition cost is often cited as the most important number any business must know. Let's see how this is calculated. I'm in the 04_04_Begin Excel file. Now, I'm looking at the 04_04 sheet that we see down here. And we've got financials for a firm, in particular the income statement for a fast-growing tech services firm. What we're interested in doing is understanding the firm's customer acquisition cost. We see that the company has a lifetime customer value figure of $333. The question is, is the company going to be successful based on this lifetime value? That's the revenue that the firm brings in over the life of a particular customer before that customer exits. The question is, how much does it cost the company to actually acquire that customer in the first place? This is what we refer to as customer acquisition cost. That key figure, customer acquisition cost, is defined as the cost-per-click…
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