Buystuff.com, a competitor to Amazon, charges $12 a month for a premium subscription, similar to Amazon p=Prime. Their variable costs per customer are $4.95. They spend $8 per year on marketing per customer. The current attrition rate is 5.7% per month. Their monthly discount rate is 1% 1. What is their monthly retention rate? 2. What is their CLV? 3. If they increased their marketing spending to $8.50 per customer, what would this CLV be? 4. Going back to the original numbers, which would generate a better CLV? An increase in price by $1 or a decrease in attrition rate by 0.5%