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CAC and LTV calculations

You made it through your first marketing forecasts. What an accomplishment! Conveniently, it is time for setting budgets for the next fiscal year, and as the expert on marketing performance, all the executives are counting on you to make ROI recommendations.

Because you're a seasoned Marketing Analyst at this point, you know you have to go through a few steps to get to an ROI calculation that you feel confident in. Luckily you have historical campaigns and budgets to assist your work! Based on historical data, you will calculate lifetime value (LTV) and customer acquisition cost (CAC).

This exercise is part of the course

Marketing Analytics for Business

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