Merchandise Categories Matter in Lifetime Value Calculations

Here's a typical story.

Now, let's assume that the customer purchased from Merchandise Category 3 instead of Merchandise Category 1.

#OhBoy.

Let's swap out Merchandise Category 3, moving Merchandise Category 6 in instead.

Now that you know this, there are several things you would be willing to do, right?

1. You feature Merchandise Category 6 items in your prospecting catalogs (you use prospecting catalogs, right?).
2. You gladly pay more for keywords from Category 6.
3. You pay less for keywords from Category 3.