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Your search for customer lifetime value returned 4 results.


Marketing Forensics: Establishing Performance Metrics

OK, so last week I launched a post that jumped into the always popular topic of measurable marketing.   Specifically, what can really be known as it relates to customer lifetime value (CLTV), customer acquisition costs, customer churn, and even customer buying cycles?  While these topics may sound like a bad nightmare from your graduate marketing courses, we'd like ...

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Customer Lifetime Value Calculator

For those of you wondering about customer lifetime value, why it's important, and how to calculate it -- here's an easy-to-understand narrative and simple lifetime value calculator, (compliments of the Harvard Business School). This is one of the core "foundation questions" we ask our clients and is part of our separate blog post series on the subject of measuring ...

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Measuring Marketing Basics

This post examines why marketers should begin with measuring business basics to establish a baseline for future marketing activities. What is a new customer worth?  This is an important baseline question that every business should ask, and the answer is something that every business should know. OK, so I know this might sound like the obvious -- but it's executing ...

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You Can’t Manage What You Can’t Measure

I had an interesting experience during Q4 2008 in working with an agency who has a client in the services industry.  The client was stuck in a never-ending cycle of throwing together "a quick promotion" to stimulate monthly sales -- literally, a new promotion every thirty days. The agency asked us to develop a long-term marketing strategy for this client that would ...

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