Non-Line Blogging

I have been meaning to write a piece about life time value for many months.  It's the most important metric for marketers focussed on optimising long term value for their organisations, yet in the digital world we have not really embraced it.  This is partly because the industry is not old enough to need to worry about customer segment performance in 3 or 4 years time, so we could put it down to a "capability-maturity" thing.

However, as we drag ourselves out of recession now may be a great time to consider whether you are recruiting the "right" customers and using the "right" metric. By happy co-incidence I was invited by the wonderful Avinash Kaushik to work with him on a piece on life time value and the results of our endeavours can be found here on www.kaushik.net.

Happy reading!