Episode 019: Is Customer Lifetime Value Dead?

The Commerce Marketer Podcast: Talking eCommerce, Email Marketing, Retail, and More

For many marketers, customer lifetime value (CLV) is a primary KPI for identifying their best customers. Jay Dunn, partner and CMO of Chief Outsiders, believes this is a mistake. He says the concept of CLV has changed in recent years and warns that marketers must reevaluate what it means to them. In this episode, I sat down with Jay to discuss the common misconceptions of CLV, the value of post-purchase email marketing, the fine line between customer loyalty and bribery, and his life on the road as a professional musician. You'll also hear about: ** Why marketers should reevaluate the meaning of CLV. ** One thing email marketing programs are often lacking. ** How many purchases it takes to label someone as "best customer." ** The similarities between B2C and B2B companies. ** How to make more money from more people more often. For more information on Chief Outsiders, contact Jay or visit them online: [e-mail] | @JayDunnOnline | http://www.ChiefOutsider.com