Only 17% of marketers say their business measures Customer Lifetime Value (LTV) very well or extremely well, according to recent research from the CMO Council and Digital Deloitte.

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.

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