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Question 4 The third spreadsheet is the result ofthe ZENITH's consultants' analysis and efforts to optimize customer lifetime value. What do they recommend, and what

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Question 4 The third spreadsheet is the result ofthe ZENITH's consultants' analysis and efforts to optimize customer lifetime value. What do they recommend, and what are the key insights from their analysis? Are they recommending an increase or a decrease in the overall loyalty program budget? According to their recommendations, how should the budget be allocated

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