The report "Humanizing + Analyzing Relationships To Drive Revenue, Retention And Returns" highlights the importance of customer lifetime value (LTV) in driving revenue and retention for brands. The report finds that many marketers are not effectively tracking LTV, with 47% reporting that they track it slightly well or not well at all. Additionally, 68% rate their cost of acquiring a customer (CAC) to LTV ratio as average, below average or very poor. The report suggests that by redesigning LTV to reflect the new digital realities and empowered buyer, marketers can gain greater insight into the value of their customer relationships. The report also suggests that segmenting and targeting customer sets with the most potential for long-term value can be an effective way to improve LTV.
