Measuring Customer LTV: Top Approaches and Challenges for Marketers

Only 17% of marketers say their company measures customer lifetime value (LTV) very well or extremely well, according to recent research by the CMO Council and Deloitte Digital.

The report is based on data from a survey of more than 150 global marketing leaders.

About 4% of marketers say their company measures LTV very well, 13% very good, 35% moderately good, 23% somewhat good, and 24% not at all good.

Over half (55%) of marketers say aggregating the right data to get a solid view of the customer is the biggest challenge they face in maximizing LTV.

Marketers say the types of data that would help them the most in getting a solid view of the customer are satisfaction level and LTV.

The core components marketers use to measure LTV are revenue per user (66% say so) and transactions per user (45%).

Markers say email is the primary channel that customers use to leave signals about their needs, but interactions with service / support provide the most effective signals.

About research: The report is based on data from a survey of more than 150 global market leaders.

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