December 2019
Intermediate to advanced
242 pages
6h 2m
English
Content preview from Highly Effective Marketing Analytics
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Customer Lifetime Value Demystified
Chapter Overview
Today, customer lifetime value (CLTV) might no longer be a buzzword, yet it remains an important and valuable metric that helps marketers make informed business decisions.
Seemingly a straightforward and easy to understand concept, CLTV is indeed very intriguing and confusing in its definitions, calculations, and business applications.
This chapter aims to accomplish three goals: first, to clarify and eliminate common misunderstandings surrounding CLTV; second, to introduce a couple of simplified ways to calculate different CLTVs based on different business contexts; and finally, to illustrate how to apply different CLTVs to solve real-world problems.
This chapter is organized as ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.