Using Customer Lifetime Value to Transform not Wreck your Business

When calculated correctly, Customer Lifetime Value is possibly the most commercially valuable insight at the disposal of the marketing team. However, if calculated wrongly it can be a fast-track way to wreck marketing effectiveness and destroy a business!

An accurate view of Lifetime Value can be used as a primary measurement to predict an individual's potential value to the business and to track the success or failure at each step of the customer's journey in obtaining that potential value.

Topics: lifetime value customer retention customer loyalty customer lifecycle