March 06, 2018

But Lifetime Value Is Lower, So We Should Avoid That Channel, Right?

This one comes up all the time in project work. A client measures LTV (good for them!) and learns the following:

  • LTV From Search = $30.00 profit.
  • LTV From TV Ads = $18.00 profit.
The Marketing Executive will look at me and say "We don't want the TV Ad customer, because her LTV is worse."

You want EVERY customer that generates a ton of downstream profit. Who cares if the TV-acquired customer is worth $12.00 less if the customer is highly profitable?

You don't care.

At.

All.

If the customer is worth less downstream, spend less on the customer downstream.

Don't overthink this stuff, ok?!

Christmas Buyers

There probably isn't an easier time to acquire a new customer than at Christmas. And that's the problem. There's a pric...