From the course: Digital Marketing Foundations
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How to identify the value of a customer
From the course: Digital Marketing Foundations
How to identify the value of a customer
- In order to invest in paid marketing, really any marketing, you'll need to understand the value of your customer. Your business has customers but they're all not created equally. Some customers might purchase one product and leave while others become loyal to your brand and purchase many products over the course of a year or two or even more. So, which customer is more valuable to you then? Well, of course, the second group. But you need to be measuring what's called lifetime value in order to know that. We call this measurement CLV or customer lifetime value. Sometimes you might see this referred to as LTV. Knowing your customer lifetime value lets you know how much you can spend in advertising to acquire a customer. Now, arriving in this number can actually be relatively complicated. So I'm going to encourage you to explore CLV calculations in more detail, but in general you can get close with the following data.…
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