... customer lifetime value (CLV) as a useful metric for subscription-based businesses.” Netflix is a firm modeled on the long-term satisfaction and retention of customers. The case presents the challenges and opportunities that Netflix faces because of the evolving technology in the media-delivery industry...

...Pablo Farías Subject area The concepts of customer lifetime value (CLV) and customer equity (CE). Study level/applicability BA, MBA, MSc courses: customer equity, marketing metrics, marketing plan, marketing research. Because students are asked to complete a customer lifetime value analysis...