Podcast Episode Details
Back to Podcast Episodes
Season 6, Episode 10: Unpacking Customer Lifetime Value (with Daniel McCarthy)
Season 6 Episode 10
In this episode of the podcast, I speak with Daniel McCarthy on the topic of Customer Lifetime Value (LTV / CLV). This is Daniel's second appearance on the podcast; he first joined me in April to discuss his paper, Evaluating the Impact of Privacy Regulation on E-Commerce Firms: Evidence from Apple’s App Tracking Transparency.
In this episode, Daniel provides an overview of the CLV / LTV metric. Among other topics, we cover:
- The concept of LTV
- The commonalities observed across companies that utilize LTV successfully
- The analytical challenges in deriving LTV
- Which functional team within an organization should own the LTV metric
- The right dimensionality / granularity of user segmentation to use in calculating LTV
- The ways in which companies overcomplicate the LTV calculation
- How the LTV metric can be kept current
- Whether improvements to LTV through product or marketing optimization over time should be assumed when calculating LTV
Thanks to the sponsor of this week’s episode of the Mobile Dev Memo podcast:
- INCRMNTAL. True attribution measures incrementality, always on.
- Universal Ads is Comcast's self-serve TV ads platform that lets you launch campaigns in minutes across premium inventory from NBC, Paramount, Warner Brothers Discovery, Roku, and more.
Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.
The Mobile Dev Memo podcast is available on:
Published on 1 month, 2 weeks ago