Lifetime-value Analysis
What it means, and how to use it in your catalog operation
If you want to know the LTV of a group of prospects you mailed three years ago, the only way to really know how many catalogs you sent this group is to track your contact history. This is expensive and hard to recreate, but it’s essential.
How to Track LTV
Usually, you can get the information needed to understand your payback and how much you can invest by analyzing a prospect’s 12-month value. This assumes all new buyers will get every mailing for a 12-month period, and it takes the guess work out of subsequent mailing costs. It’s also a lot cheaper than maintaining contact history.
- Companies:
- Lett Direct Inc.
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