How to use Customer Lifetime Value ( LTV) for data-driven transformation

Use LTV to set goals for your business and devolve accountability downwards

If your business is undertaking a data-driven transformation, one of the first things you ought to address is what the purpose of that transformation is. Data-driven transformation should not be about short-term thinking such as squeezing out operational efficiencies. Instead, as suggested in the excellent book Converted by Neil Hoyne, transformation should seek to maximize the full value of every customer relationship. The “full value of each customer” …

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