There are tons of tips and advice on how to acquire new customers, that’s not news. Marketing at a much more mature level is about reducing churn and increasing recommendations — something many marketing programs don’t address. It’s not just about a good product or service, it’s about the experience you lead your customers through. Many companies are doing it wrong and get little in return.
That’s where the customer lifetime value algorithm comes in. With this algorithm, you can use your data to make smart marketing decisions that ensure customers stick around for as long as possible.
This information provides valuable insights into how to improve conversion rates and build better marketing campaigns in such a way that they will lead to the growth of your company as a whole.
Signals from your Data into your Marketing Plan
When you’re trying to figure out how to get the most out of your marketing efforts, it helps to look at what makes sense for your customers. The first step is identifying the signals that will help you make smart decisions about where and how you spend your advertising dollars.
The goal is to use these signals to find patterns that help you tailor offers and experiences for each customer segment. This can mean sending different types of emails to different kinds of customers—referring them to different products or services—or even setting up different call queues based on their needs.
For example, if you notice that customers who purchased one item are likely to buy another (this is known as “upselling”), then this would be an important signal to consider when prioritizing which products to advertise on Facebook or Google ads. The more signals you have, the better idea you’ll have of where people are coming in and leaving your funnel—and what they’re buying along the way.
Testing and Refining to Improve Customer Experience
The second step is to test and refine those changes over time so they continue working effectively. You’ll want to keep an eye on things like conversion rates, sales figures, and other metrics.
This data essentially helps calculate how much money each new customer will bring into your business over their lifetime as a result of their purchases from you. It then compares this amount with the cost of acquiring them to determine if they’re worth it or not. Then you can use this information as part of a larger process for refining your strategy based on what works best when trying to attract new customers while also maintaining high levels of satisfaction among those who already exist within your pipeline.
In the end, you will have created your approach to calculating customer lifetime value. It won’t be canned and it won’t be a one-size-fits-all solution. The truth is that it should never be either of these things. Each business is unique. What matters most is not how you calculate customer lifetime value but how you adapt your formula to fit the needs of your business and apply these fundamental concepts to develop an algorithm for yourself.
