WAW Telecom is the first local Senegalese telecommunication company established in 2017 and acquired its first customer in April 2018.
The CLV metric has become a well-established matrix in e-commerce and digital marketing. For example, the Google analytics tool computes CLV for customers acquired from different channels. This workshop will discuss CLV in a contractual context using a real-case analysis of WAW Telecom. Waw telecom is the first local Senegalese telecommunication company established in 2017 and acquired its first customer in Apr 2018. We will explore the data extraction of the company’s financial statements, refreshing with this our accounting knowledge. We will use MS. Excel template to perform the calculations. With this workshop, we aim to develop marketing modelling and prediction skills to compute CLV and customer equity.