Marketers are unsure of LTV measurements

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 03, 2021, 4:56 PM UTC

A recent study by CMO Council and Deloitte Digital surveyed more than 150 global marketing leaders.

Only a small percentage of marketers think that they measure Customer Lifetime Value (LTV) very well or extremely well, according to the study. Most think they do moderately well (35%), but almost a quarter (24%) think do “Not Well at All.”

A majority of marketers (55%) identified aggregation of the right customer data as the biggest roadblock to optimising LTV. Most identified “Level of Satisfaction” (44%), “Customer Lifetime Value” (41%) as the data they think would help them pursue this goal.

Most marketers prefer to measure LTV using Revenue per user (66%) followed by Transactions per user (45%). 73% identified email as the channel where most customers leave signals, but most effective signals through interactions with support and service teams.

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