CUSTOMER LIFETIME VALUE ANALYSIS

Are you sure that you are optimizing your marketing spend to maximize profits? Measuring the success of online marketing campaigns based on the ubiquitous conversion metrics (e.g., cost per acquisition, conversion rate, revenue per conversion) is a short-term and possibly very misleading way to optimize your marketing efforts. What if campaigns with the highest conversion rates are bringing you the least valuable customers for the long term? What if particular traffic sources bring lower conversion rates on the first purchase, but result in more profitable customers who come back more often, spend more per purchase and buy higher-margin goods? Wouldn't you want to focus on acquiring those customers with the greatest long-term value to your company? By focusing exclusively on the initial conversion metrics, you might be allocating resources away from the most valuable marketing campaigns you have running! Focusing on the long-term value of customers is often called Customer Lifetime Value (LTV) analysis. The problem with LTV analysis is that it is typically very difficult to achieve for three reasons:

Sisense is the ideal solution for achieving reliable LTV analysis. Easily mashing up data from various disparate sources, processing massive amounts of data and providing high-performance multi-dimensional segmentation are key capabilities Sisense delivers, making LTV analysis finally possible – and relatively easy!

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