From the course: Excel: Market Research Strategies
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Lifetime customer value - Microsoft Excel Tutorial
From the course: Excel: Market Research Strategies
Lifetime customer value
- [Instructor] We often think about our marketing expenditures for any company being a function of the level of revenue that we generate or our budget. But the reality is a little bit more nuance than that. The level of marketing spend that the company invests in directly drives the level of revenue for the firm. So much so that these days with tools like Google and similar tools from a variety of online advertising providers we can actually directly relate marketing metrics like click through rates and cost per click to the level of budget and spend that we'll have available. Let me show you what I'm talking about. I'm in the 04_02_begin Excel file. Now what we've got here is a budget derived from a real world budget example for a company I worked on. And what I want to do is show you how we can use our cost per click and our conversion rate along with our goal of how many customers we want to add per day to come…
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