This multimedia documentation introduces the concept of Customer Lifetime Value (CLV). It contains two interactive calculators (average input scenarios and flexible input scenarios) for making calculations showing the results numerically and through interactive graphs.
It includes some exercises that allow students to practice as well as a video from the author with an introduction and an explanation of the theory.
Customer Lifetime Value is a multimedia tutorial with the purpose of introducing students to the customer lifetime value (CLV) concept and enabling them to understand its importance for marketing decision making. An interactive CLV calculator provides students with the opportunity to determine a customer’s economic value. This multimedia tutorial also provides several case studies which illustrate how to calculate a customer’s lifetime value and how it feeds into marketing decision making..
Digital Marketing Tools is an interactive tutorial which introduces students to the most important techniques of online marketing. An interactive infographic shows the different areas of marketing and their applications in the digital world.
A final exercise challenges the students to elaborate their own digital marketing plan. A podcast with additional comments from the author complements the tutorial and gives it a personalized point of view.
Las Herramientas de Marketing Digital es un tutorial interactivo que introduce a las diferentes herramientas de marketing online. Una infografía interactiva muestra las diferentes áreas operativas de marketing y sus aplicaciones en el mundo digital.
En el ejercicio final los alumnos tienen que elaborar un plan de marketing digital. El tutorial se complementa con un podcast de comentarios adicionales del autor que ofrecen una perspectiva personalizada.