Lifetime Value: Acquisition Costs Across Different Media

Remnant space ads in city newspapers have widely varying LTV results. Depending on the offer, average order and other factors, results run from very low to very high LTV. For some direct sellers, card decks bring in the bulk of prospects and customers.

The importance of testing new media—whether Web-based, print-based or broadcast—is clear. The key to successful testing is making sure that each medium not only provides a reasonable acquisition cost but also brings in new buyers who will stick around and generate future sales and profits.