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Gurley dispels the myth of The Church of Lifetime Value of the Customer (LTV)

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Some people wield the LTV model as if they were Yoda with a light saber; “Look at this amazing weapon I know how to use!” Unfortunately, it is not that amazing, it’s not that unique to understand, and it is not a weapon, it’s a tool. Companies need a sustainable competitive advantage that is independent of their variable marketing campaigns. You can’t win a fight with a measuring tape.

via The Dangerous Seduction of the Lifetime Value (LTV) Formula «

Written by John Gannon

September 5, 2012 at 11:54 am

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