For Customer Insights Professionals

Executive Q&A: Customer Lifetime Value

    Why Read This Report

    Customer lifetime value is a powerful metric that rewards marketers for understanding their relationships with their customers. But while it is one of the more valuable measurements for marketers, many companies either do not collect the data or do not properly act on the data. This document answers many of the common questions associated with customer lifetime value and incorporating it into your customer analytics framework.
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    • 1. What is customer lifetime value?
    • 2. How is customer lifetime value determined?
    • 3. What are the challenges of measuring customer lifetime value?
    • 4. How should marketers get started?
    • 5. How do marketers act on customer lifetime value data?
    • 6. Where does engagement fit into customer lifetime value?