Season 7, Episode 10: Unpacking Customer Lifetime Value (with Daniel McCarthy)

Mobile Dev Memo Podcast

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

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• INCRMNTAL⁠⁠. True attribution measures incrementality, always on.
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