For Customer Intelligence Professionals

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	March 11, 2009 Executive Q&A: Customer Lifetime Value by Suresh Vittal with Carlton A. Doty, Zach Hofer-Shall, Emily Murphy	Average: 7  (1 rating)

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Executive Summary

Customer lifetime value is a powerful metric that rewards marketers for understanding their relationships with their customers. But while it is one of the more valuable measurements for marketers, many companies either do not collect the data or do not properly act on the data. This document answers many of the common questions associated with customer lifetime value and incorporating it into your customer analytics framework.

TABLE OF CONTENTS

• 1. What is customer lifetime value?
• 2. How is customer lifetime value determined?
• 3. What are the challenges of measuring customer lifetime value?
• 4. How should marketers get started?
• 5. How do marketers act on customer lifetime value data?
• 6. Where does engagement fit into customer lifetime value?

This is an excerpt

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