User Of Customer Lifetime Value Metrics, September 2014 [CHART]
A recent survey of global marketers found a greater focus on customer acquisition than retention, and a new Forbes Insights and Sitecore survey of North American senior executives indeed finds that attracting new customers is considered a greater priority for marketing organizations today than turning current customers into customers for life. And while more than three-quarters say that average customer lifetime value (CLV) is a highly or extremely valuable indicator, only 58% regularly calculate it.
Indeed, 24% have no plans to calculate it or just don’t know, while 47% don’t know potential maximum CLV. Read the rest at MarketingCharts.