bts AER analysis

1.Imagine you ran a dynamic customer segmentation of the customers in your

Case (BTS). Share an acquisition, expansion, retention (AER) model (e.g., Figure 3.3 and Figure 3.7) to describe how customers enter the firm's portfolio and accumulate over

time. Include some simulated paths through the stages and finally to Lost Customers.

2.From the previous AER model, what are the marketing strategies your team

recommends for:

i. Acquiring Customers

ii. Expansion (i.e., cross-selling and upselling more)

iii. Retaining Customers

Example for question1

Example for question 2

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