What solution should the analyst recommend to enhance the ability to create a functional LTV model?

A taxi company is working on building an understanding of household customer lifetime value. Some of their customers order via digital platforms, some via phone, and some alternate between the two. They currently calculate lifetime value (LTV) by looking at all hashed order data including email addresses for online customers and all phone numbers for phone orders. The results showed that email customers had a yearly LTV of $100, and the phone customers had a yearly LTV of $80. However, the company is aware that a group of people are introducing some noise into the results by ordering via both phone and online.

What solution should the analyst recommend to enhance the ability to create a functional LTV model?
A . Remove all customers who use both from the LTV model
B . Ask online customers to provide their phone number in a post-order survey
C . Gather hashed email and phone number for each order on any channel
D . Select the average of the two models

View Answer

Answer: A