James Collins says, “The ideal brand relationship is much more than a single experience. It comprises multiple experiences and events that tie the consumer to that specific brand. That brand becomes the go-to for purchasing the perfect birthday gift or the top destination for booking a much-needed getaway.

Analyzing each of these brand interactions beyond the user’s first purchase allows advertisers to properly understand the complete customer journey.

With the holiday season upon us, it’s time marketers moved beyond the basics of attribution and focused on long-term optimization, based on customer lifetime value (CLV). The powerful business intelligence that can be derived from analyzing the user journeys of your customers over an extended period, beyond what they bought on Black Friday or Cyber Monday, is essential to knowing how to maximize future marketing investments to meet your evolving business goals“.

Looking beyond the holiday purchase: understanding customer lifetime value

Marketing Land

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