The report was based on data from a survey of more than 150 global marketing leaders.
Some 4% of marketers say their firm measures LTV extremely well, 13% very well, 35% moderately well, 23% slightly well, and 24% not well at all.
More than half (55%) of marketers say aggregating the right data for a robust view of the customer is the most significant challenge they face in maximizing LTV.
Marketers say the data types that would help them most in getting a robust view of the customer are level of satisfaction and LTV.
The core components marketers use to measure LTV are revenue per user (66% say so) and transactions per user (45%).
Markers say email is the top channel where customers leave signals about their needs but that interactions with service/support yield the most effective signals.
About the research: The report was based on data from a survey of more than 150 global marketing leaders.
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