This article is part of a series of articles from the WARC Guide to customer retention. Read more.
Customer lifetime value has long been a mainstay concept in marketing. As economies move closer towards service-based models that are digitally driven, companies increasingly derive revenue from the creation and maintenance of long-term relationships with their customers. In today’s competitive markets, customers are making decisions based on a variety of triggers and providing firms larger number of inputs about their relationship.
As customer experience, behaviour and purchase data become more widespread, it is key for marketing analytics professionals...