Measuring Customer LTV: Marketers' Top Approaches and Challenges

According to recent research from the CMO Council and Deloitte Digital, only 17% of marketers measure customer lifetime value (LTV) very or extremely well.

Aggregating the right data for a robust view of the customer is the biggest challenge for marketers. Email is the top channel where customers leave signals, but interactions with service/support yield the most effective signals.

The core components marketers use to measure LTV are revenue per user (66%) and transactions per user (45%). The data types that would help them most are level of satisfaction and LTV.