THE ONLY METRIC THAT MATTERS (LIFETIME VALUE)
Lifetime value (LTV) is the single most impactful metric for marketers to know since 20% of customers predictably contribute 80% of the total lifetime value. To understand this "Pareto Persona" you need to map data from every touchpoint in the customer journey, break down internal data silos, and adopt powerful frameworks like LTV for organizing & explaining data. With lifetime value, you can optimize cost of acquisition decisions based on a persona that will have the highest satisfaction, longest lifecycle, and greatest likelihood to recommend you to their network. As a bonus, your product, sales, and customer experience teams will also benefit from knowing lifetime value, making you the hero of the day for delivering unparalleled ROI with data (possibly for the first time in your organization's history).
The methods for calculating lifetime value, including all monetary and non-monetary contributions and how this can be used to predict future value, will be explained through a case study featuring last month's Digital Marketing Conference attendee data. This will showcase the Digital Marketing Collective's attendee journey, the personas that were found (including the Pareto Persona), and details about their lifetime value.
• Method for calculating an accurate lifetime value
• Impactful uses for lifetime value in marketing
• A fully worked roadmap to get started with lifetime value
LUCIANO PESCI, PHD
CEO - Emperitas
Luciano is an economist, data scientist, and futurist. In addition to being a highly loved professor at multiple higher eds, he’s the founder and CEO of Emperitas, a business intelligence solution that combines data science with agile research and economic modeling.
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