The Marketing Scientists How Netflix, Nike, and Startups Win with Customer Lifetime Value
In this episode of the Marketing Scientists Podcast, Daniel McCarthy breaks down how top brands like Netflix and Nike use customer lifetime value (CLV) to drive smarter growth decisions — and why most startups are still stuck on outdated metrics.
We dive into the science behind CLV modeling, what CAC doesn’t tell you, and how to use predictive analytics to scale efficiently. Daniel also shares how CLV can shape everything from brand strategy to investor valuation, and why cohort retention is the growth metric that actually matters.
About the guest:
Daniel McCarthy is an Associate Professor of Marketing at the Robert H. Smith School of Business at the University of Maryland. He’s one of the world’s leading voices on CLV, customer analytics, and predictive modeling — with research that’s influenced startups, Fortune 500s, and VCs alike.
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