| Function |
Computes |
| Expected Value |
Average of a series of possible outcomes weighted by the probability of the
outcomes. |
| Profit Impact |
Contribution to profit from marketing |
| Break Even Quantity |
Quantity needed to achieve 0 profits in short-run. |
| Customer Acquisition Cost |
Generates the cost of acquiring a customer. |
| Customer Lifetime |
Average longevity of a customer |
| Total Lifetime Customer Value |
Customer's contribution to corporate value, including acquisition cost.
Assumes the customer contributes the same amount each period. |
| Post Acquisition
CLV |
Customer's contribution to corporate value, once they've become a customer.
This excludes the acquisition cost. Assumes the customer contributes the
same amount each period. |
| Marketing ROI |
Return on a marketing investment. |
| Price Variance |
Revenue variance between actuals and planned due to differences in price.
Instead of variance to plan, you can also compute the variance to another
period. |
| Volume Variance |
Revenue variance between actuals and planned due to differences in volume.
Instead of variance to plan, you can also compute the variance to another
period. |
