Business & Finance - Marketing This assignment for CLV Calculation will need to be completed by this Saturday (6/21/2025) evening (8pm EST)
Application Assignment 1
Calculate CLV for one of the following:
- A major airline
- A fast food chain
Mention and justify your assumptions.
Factors to consider
Common factors in CLV models include:
the revenues generated from a given customer
the cost of acquiring and servicing this customer
the probability of customer repeat buying in the future
the customer’s likely tenure with the company
the discount rate (cost of capital for the firm).
See Chapter 19 in the textbook or
How to Calculate Customer Lifetime Value (CLV) | Qualtrics