Understanding the Predictable: How to calculate, understand, and improve Customer Lifetime Value to build a great company

by Lloyd Melnick, Wendy Russ Beasley (Editor)

The definitive book about Customer Lifetime Value (LTV) Understanding the Predictable is the first book both to explain all aspects of customer lifetime value and help you grow the value of all of your customers. Understanding the Predictable delves into the world of Customer Lifetime Value (LTV), a metric that shows how much each customer is worth to your business. By understanding this metric, you can predict how changes to your product will impact the value of each customer. You will also learn how to apply this simple yet powerful method of predictive analytics to optimize your marketing and user acquisition. If you are looking for a way to make your business successful without effort, do not buy this book. If you are looking, however, for an underlying way to look at your customers and business to build a great company, then Understanding the Predictable is for you. In Understanding the Predictable, you will first learn the core components of customer lifetime value and how to calculate LTV. The book then delves into ways to improve the value of your customers, your advertising mix and overall profitability. Each chapter includes A case study that makes the concepts of LTV come to life. Key takeaways so you can quickly implement the core concepts. Understanding the Predictable is your key to business success

147 pages, Kindle Edition

Published November 1, 2016

Reviews

[German Otalora · Rating 2 out of 5]

The book´s description offered a quantitative analysis of Customer LTV. It actually turned out to be a collection of cases on the individual and social gaming behavior, with no value for firms competing in sectors different than the new field of AI applied to selling entertainment.

[Zora L.woo · Rating 4 out of 5]

This is a good intro book to CLV. I expected there would be math but there's not even in the calculation section