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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