The bottom line? If knowing a potential customer’s true lifetime value would cause marketers to change their promotion decisions for the better, then LTV is critical
For as long as I can remember, which is quite a while, traditional direct marketers have recognized the concept of lifetime value but have argued endlessly about how far to carry the notion.
Here’s one reason why: product managers and the system they work in. Suppose you’re a product manager responsible for the profit and loss (P&L) of a book club, a music club, a catalog, an insurance product or a continuity program
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