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Estimating the Lifetime Value of your Customer Base

Author – Dhruv Walia, Lead Data Strategist at DecisionTree Analytics

Over the past decade, the rise of the digital age has led businesses to search for the 'one' performance metrics that encapsulates the performance of their marketing spend. Click through Rate, or CTR has found favor among most organizations, which captures the clicks an organization can solicit for an impression. Evaluation of marketing spends through CTR/ ROAS has its limitations; these do not capture the future value of each customer, just the...
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