Posts Tagged LTV

By Tom Polanski, EVP, eBrand Media and eBrand Interactive 

Many people think of me as just a “sales guy” but for the sake of context, since 2000, I have successfully created, launched, and managed, hundreds upon hundreds of profitable campaigns for companies in just about every industry. I have made companies millions of dollars while saving those companies the millions of dollars they would’ve spent testing to discover and learn what I know from study with leading think-tanks, and from my years of experience. 

As my friends in New York would say; “I got the bona fides from which I speak.” 

Factoring Lifetime Value into Marketing Decisions

It is critically important to understand that obtaining a customer is only the beginning for a merchant. With careful, smart, strategic husbandry, a company can develop a profitable relationship that will drive revenue through several marketing cycles. The information I share will mostly be anecdotal but I will include a link to the blog of a marketer I respect very much. 

Cross channel attribution modeling gives a value/weight to the first “touch” with a company’s brand, products, and or, services. In the case of a leading garden supply client that first “touch” will occur mostly through paid search.  The last click or “last touch” should be considered to be when that customer opts-out from your email list and you are no longer able to cross-sell/up-sell that person.  (As an aside, there are companies that measure and factor in ROI other than return on investment. They measure and factor in return of influence, and return on incentives as well.) 

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