customer view and media mix 4 1

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Assignment # 4 … The directions are on the spreadsheet (attached)

The CEO has set a goal for 2019 to grow top line revenues 15%.

Year ending 2019 customer file metrics provided on Spreadsheet.

Provide a scenario that meets the target.

Provide actions that support your plan. For example, if your plan increases rebuy rate of lapsed buyers provide a plausible idea how you will do it.

Part 2 â€“ Media plan recommendation (see spreadsheet for instruction). Need to

1) Calculate cost per acquisition for each channel

2) calculate discounted CLV (subsequent profit per customer)

3) Analyze results and propose a budget for upcoming year. Include rationale.

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