Customers love discounts. But knowing which level of discount to offer is challenging and can influence the customer LTV and customer behavior patterns. Knowing your customers is key to effective ...

In my last post I discussed the basic concept of customer lifetime values and why they’re so important to businesses, in terms of helping them visualize the value-creating role that customers play.

Would you spend $10 to procure a $5 sale? Of course you wouldn’t, if you measure your business only in terms of individual transactions. But what if you think about the individuals behind the ...

This is the third and (probably) final installment of my essay on customer lifetime values. In Part I, I suggested that a customer’s lifetime value (LTV) represents nothing more complicated than the ...

Many marketing techniques are focused on increasing the average order value as customers convert on your e-commerce site. Bundling? Free shipping? Suggested items? They all work toward the same goal: ...

Lifetime value, or LTV, averages the total revenue generated by a customer during the entirety of your relationship. While the KPI often sounds cool and dandy, it can be difficult to improve. Doing so ...

Only 16% of people will try an app more than twice before deleting it, according to Compuware. Unfortunately, many advertisers consider any app install to be a win, making no delineation between those ...

Customer "lifetime value" (LTV) is a popular metric in our competitive consumer landscape. It offers businesses a forecast of total revenue from each customer, accounting for every potential purchase, ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. Happy, repeat customers have been important to vendors since the beginning of commerce. But ...