A recent study by CMO Council and Deloitte Digital surveyed more than 150 global marketing leaders.
Only a small percentage of marketers think that they measure Customer Lifetime Value (LTV) very well or extremely well, according to the study. Most think they do moderately well (35%), but almost a quarter (24%) think do “Not Well at All.”
A majority of marketers (55%) identified aggregation of the right customer data as the biggest roadblock to optimising LTV. Most identified “Level of Satisfaction” (44%), “Customer Lifetime Value” (41%) as the data they think would help them pursue this goal.
Most marketers prefer to measure LTV using Revenue per user (66%) followed by Transactions per user (45%). 73% identified email as the channel where most customers leave signals, but most effective signals through interactions with support and service teams.
[3 minute read]