Driving long term performance with customer lifetime value

Businesses that use customer lifetime value (CLV) to deliver a customer-first strategy are typically optimized for long-term value. Yet, brands often focus much of their effort on easily activated short-termist tactics in a bid to drive immediate returns.In this paper, we explore how to elevate to a customer-first strategy that drives and feeds the tactical activation machine to anticipate customer behaviors, deliver better customer experiences, realize (properly measured) return on investment, and drive more sustainable CLV – and with it, business value.