Calculating customer lifetime value

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Assignment:

Pizza Hut Korea was a successful business for almost 15 years, until it experienced a decline between 2000 and 2008. With the hiring of a new CEO, the company has shown a turnaround, using the Return on Marketing Investment (ROMI) tool. This case study focuses on how the use of marketing performance analytics helped Pizza Hut Korea establish a disciplined decision making process for selecting and evaluating marketing campaign investments. Read the attached case study by copy and pasting the link and answer the following questions. Make sure to support your answers with relevant scholarly resources.

How can calculating Customer Lifetime Value (CLV) drive determinations of worthwhile marketing investments?

Justify the importance of using the ROMI tool to predict marketing performance.

Reference no: EM133222791

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