Publicação
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
| Resumo: | 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. |
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| Autores principais: | Duarte, Jaime Furtado |
| Assunto: | Costumer value Firm value Customer acquisition cost Customer lifetime value CEMS MIM |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | 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. |
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