Finding Market Fit: Marketing Leaders in Tech
Defining lifetime value and using predictive LTV for paid media | Ido Wiesenberg (Voyantis, Kaltura)
Ido is the co-founder & CEO of Voyantis, an LTV prediction platform powered by AI. Ido is an entrepreneur with over 15 years of expertise in building growth and marketing teams. Before Voyantis, Ido co-founded Tvinci, a platform that allows media companies to create personalized, social TV experiences, which was later acquired by Kaltura.
We talk about:
- Defining LTV for specific companies and the right ways to use payback periods
- Bidding for audiences relative to their LTV
- Using predictive LTV models
- How to operationalize these models in-house or with a partner
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We reference:
Balancing Growth and Profitability
Facebook Predictive LTV White Paper
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Where to find Ido
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Where to find Patrick
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(3:12) Defining LTV and what you want to achieve
(7:11) Using the right payback periods
(10:52) The right balance between payback period and profitability
(14:28) Focusing on high value customers
(16:42) Value based bidding capabilities and being more discriminate with various LTV cohorts
(19:10) What is predictive LTV and how to use it to optimize for campaigns
(25:24) How the model works within new privacy structures
(26:47) In-house or using a vendor for these capabilities
(32:24) Expanding value based bidding to other ad platforms
(35:50) Operational costs of maintaining the model
(39:37) Measuring marketing profitability
(44:21) Where to find Ido!
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