What is LTV in 90 seconds or less? скачать в хорошем качестве

What is LTV in 90 seconds or less?

What is LTV in 90 seconds or less? LTV is lifetime value. It’s a simple concept, but it’s incredibly hard to determine. The simple part is this: what is the value of a player, or user, or customer over time. Conceptually, that makes sense to everyone, and most marketers have a pretty good idea of how to estimate it. But therein is the hard part: LTV is always an estimate. It’s an important metric, but it’s an estimate … and it could be wrong. Past revenue you know. Future revenue … you’re guessing. Maybe intelligently, but still guessing. So essentially, LTV is almost alway pLTV: predictive lifetime value. The more accurate you can get, the better you’ll be at deciding how much customer acquisition cost you can afford. But the past is not the future, and predictions don’t always turn out to be true. So being cautious and conservative with pLTV is smart. Cohorts age and users/customer drop off. New users can follow different revenue curves than existing users. Your product changes over time. So calculate LTV as a function of time … 3 months out, 1 month out, 6 months out. Any extra revenue from that cohort … it’s found money!