Probably didn't need DCF model to figure this out, but "content marketing" is completely pointless unless you assume spiky future traffic
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In your DCF model, if you assume something like exponential fall-off in impressions of a particular piece, it's NPV~=yield in 1st mo or so
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...but if you can overlay that exponential fall-off with (decreasing frequency) power-law-distributed spike events with falling max spikes..
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You can feasibly model the lift of content mkt at the user level with your DV being ARPU

