顾客终身价值报告

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1、ThestateofCustomerLifetimeValuereportAnexaminationofCustomerLifetimeValueasthemetricinmarketingin2018Contents1.Foreword2.Executivesummary3.Marketing’sappetiteforCLV4.BarrierstoCLVadoption5.HowdoyousolveaproblemlikeCLV?6.Shopperinsight7.Conclusion8.Methodology1.Forewo

2、rdMeasurementhasbeenanage-oldissueformarketerswhichhasseentheindustrycontinuallyfallbackonclick-throughorconversionrates.Moreeconometricmodelssuchasreturnonadspend(ROAS)havealsoservedapurposehoweverallaremissingonecrucialelement:theshopper.Consumer-centricityiskeytom

3、easuringtheimpactofmarketingandassuch,metricsthatputtheshopperattheheartoftheexperienceshouldbeking.Successfulbusinessgrowthhastraditionallybeenmeasuredintwoways:thefirstistoacquirenewcustomers.ThesecondistofocusonretainingyourexistingcustomersandincreasetheCustomerL

4、ifetimeValue(CLV).Marketerseverywhereknowthatnewcustomersaredifficultandexpensivetoacquire,buteffectivelynurturingexistingcustomershasneverbeensimpleeither.Representingthetotalworthofacustomertoabusinessovertheentiretyoftherelationship,marketersalmostuniversallyagree

5、thatgrowingCLVisessentialtothehealthoftheirorganisationandakeysuccessmetric.Inshort,aviewofCLVshouldenablemarketerstoconsistentlyreachthecustomersthatmatterthemostandfocusonenhancingthatrelationshipwhetherthroughbettertargeting,valueaddedservicesorimprovementstocusto

6、merexperience.WhileCLVhasbeenthefocusofdiscussioninmarketingcirclesforsometimenow,applicationhasalwaysbeenachallenge.Assuch,retentionhasoftenbecomethedefactostrategy.Butastechnologyevolvesanddatabecomesever-moreinsightfulandaccessible,measuringthevalueofthecustomerha

7、sbecomeanincreasingpriorityforbrandandretailmarketersalike.WhatisCLV?CustomerLifetimeValueisthetotalvalueaconsumerbringstoaretailer’sbusinessthroughouttheirlifetime.CLVshouldbetheprimaryandfundamentalmetricretailersmeasureandevaluatetheperformanceoftheircampaignswith

8、.Inotherwords,howmuchisashopper’sworthtothemandhowmucharetheywillingtopaytofindmoreofthesamecustomers.ThisreportexaminesthestateofC