Lifetime-value Analysis
What it means, and how to use it in your catalog operation
Good marketers know they can affect the LTV of their customers. Take a long-term view regarding the cost to acquire a new buyer, because basing your mail vs. don’t mail decisions on initial results may not be enough.
Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in circulation planning, forecasting and analysis. He spent the first 25 years of his career with leading catalog companies. He can be reached at (302) 541-0608, or by e-mail via his Web site: www.lettdirect.com.
- Companies:
- Lett Direct Inc.
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