1. How will you calculate the acquisition cost per customer? For this question, consider a mail-order catalog company, an IT services company, and a retail store. What are the underlying assumptions in each case? How accurate are your calculations? (2 to 3 paragraphs) Select a company type and only calculate the acquisition cost per customer for the company you selected.)

2. Explain how you would calculate the marketing return spent with the new practice in the case. Specifically, detail the data you would need from a CRM database to perform this calculation. (2 to 3 paragraphs)

3. What types of systems and processes are needed to document customer profitability systematically and continuously? Please answer from an IT perspective and keep in mind that you need to configure data, policies, and reports. (2 to 3 paragraphs)