In this episode of the podcast, I speak with Daniel McCarthy on the topic of Customer Lifetime Value (LTV / CLV). This is Daniel's second appearance on the podcast; he first joined me in April to discuss his paper, Evaluating the Impact of Privacy Regulation on E-Commerce Firms: Evidence from Apple’s App Tracking Transparency.

In this episode, Daniel provides an overview of the CLV / LTV metric. Among other topics, we cover:

The concept of LTV
The commonalities observed across companies that utilize LTV successfully
The analytical challenges in deriving LTV
Which functional team within an organization should own the LTV metric
The right dimensionality / granularity of user segmentation to use in calculating LTV
The ways in which companies overcomplicate the LTV calculation
How the LTV metric can be kept current
Whether improvements to LTV through product or marketing optimization over time should be assumed when calculating LTV

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