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Customer acquisition cost and customer lifetime value of associations members for a communications plan to increase Edp comercial new business through these associations and other stakeholders
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Orientador(es)
Resumo(s)
This Work Project entails the objective of analyzing the impact of a marketing campaign
proposed to EDP through two additional financial metrics and the relationship between them.
By starting with an in-depth literature review of Customer Lifetime Value and Customer
Acquisition Cost, the project follows a quantitative study of the concepts by calculating both
metrics for two different types of clients: the Association, that works as a mean to gather
members as clients, and a member of the Association, to whom EDP can choose to target
directly.
Conclusions sum up the practical acknowledgements generated through the theoretical study
carried out.
Descrição
Palavras-chave
Costumer value Firm value Customer acquisition cost Customer lifetime value CEMS MIM