Lifetime-value Analysis
What it means, and how to use it in your catalog operation
Contact History is Crucial
Determine what your contact history has been with the group of customers you’re analyzing. This history often is needed when analyzing LTV — and it can create an obstacle.
For example, early results are easy to calculate. But once you have the initial buyers, their repeat activity and contact pattern will be as diverse as your housefile segmentation. You won’t know how many catalogs you sent following the initial purchases.
- Companies:
- Lett Direct Inc.
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