The Return of Customer Lifetime Value
Digital marketing has become direct marketing, embracing many of the tactics that made old-fashioned direct mail successful. But while the response tactics and ROI metrics of direct are in digital’s DNA, one measurement has been mostly overlooked: Customer lifetime value, or CLV. Now Google is bringing it back into the conversation.
I think the reason digital has been slow to adopt lifetime value is its focus on immediate spend and response, opt-ins and ROI. For the most part, digital has developed in the direction of programmatic: Give me what I need right now as cheaply as possible.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in