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      Question

      Which metric best evaluates long-term profitability of

      digital customers?
      A CTR Correct Answer Incorrect Answer
      B CPC Correct Answer Incorrect Answer
      C CLV Correct Answer Incorrect Answer
      D Impressions Correct Answer Incorrect Answer
      E Reach Correct Answer Incorrect Answer

      Solution

      CLV measures total expected profit from a customer over entire relationship period.  Why Other Options Are Incorrect • A, B: Campaign metrics. • D, E: Exposure metrics.  Banking Example: Digital savings customer using multiple services for years.

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