000			01225nam a22001817a 4500
005			20241028093817.0
008			241028b ph ||||| |||| 00| 0 eng d
020			_q0221-8448
040			_cOCT
100			_aDhana, Fidel
240			_aJournal of Accountancy / _hSeptember 2024
245			_aUsing data to optimize marketing and sales strategies / _cFidel Dhana
260			_aDurham, NC : _bAICPA & CIMA , _c2024-
300			_aVol 238 (3) Pages 40-46 : _billustrations , _c28 cm
500			_aDoes your business spend too much or too little on sales and marketing? And is that money spent in the right places? To answer these questions, you need to know how much it costs to acquire and retain customers relative to their purchases. Understanding customer acquisition cost (CAC), customer lifetime value (LTV), and their interdependent relationship is pivotal for strategic business planning. Accountants and finance professionals willing to access and compute the data can gain actionable insights to optimize marketing and sales strategies and guide the business toward greater profitability and growth. But common challenges and potential pitfalls lurk along the way.
650			_aCorporate finance
942			_2ddc _cCR _n0
999			_c9912 _d9912