Leveraging Data to Improve Your Marketing Campaigns

In marketing, the big concept is about maximizing customer lifetime value. To do that, you need to look at it from a forward looking perspective. For example, if you're trying to retain and grow a customer in the lifetime value calculation, you cannot use acquisition costs because the customer is already acquired. The optimization on the front end is about how fast those different cohorts come and how fast they pay back or where they are in their profitability in short period of time.

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