The report was based on data from a survey of more than 150 global marketers.
Some 4% of marketers say their business measures LTV extremely well, 13% very well, 35% moderately well, 23% slightly good, and 24% not well at all.
Over half (55%) of marketers say that aggregating the right data for a robust customer view is the most important challenge they face in maximizing LTV.
Marketers say the types of data that would help them get a solid view of the customer the most are satisfaction level and LTV.
The main components marketers use to measure LTV are revenue per user (66% say so) and transactions per user (45%).
The markers say that email is the primary channel where customers leave signals about their needs, but interactions with service / support produce the most effective signals.
About the research: The report was based on data from a survey of over 150 global marketers.