顾客终身价值报告（英文）

The state of Customer Lifetime Value reportAn examination of Customer Lifetime Value as the metric in marketing in 20182 .1. Foreword 2. Executive summary3. Marketing’s appetite for CLV4. Barriers to CLV adoption5. How do you solve a problem like CLV?6. Shopper insight7. Conclusion8. MethodologyContents3 .Measurement has been an age-old issue for marketers which has seen the industry continually fall back on click-through or conversion rates. More econometric models such as return on ad spend (ROAS) have also served a purpose however all are missing one crucial element: the shopper. Consumer-centricity is key to measuring the impact of marketing and as such, metrics that put the shopper at the heart of the experience should be king.Successful business growth has traditionally been measured in two ways: the first is to acquire new customers. The second is to focus on retaining your existing customers and increase the Customer Lifetime Value (CLV). Marketers everywhere know that new customers are difficult and expensive to acquire, but effectively nurturing existing customers has never been simple either.Representing the total worth of a customer to a business over the entirety of the relationship, marketers almost universally agree that growing CLV is essential to the health of their organisation and a key success metric. In short, a view of CLV should enable marketers to consistently reach the customers that matter the most and focus on enhancing that relationship whether through better targeting, value added services or improvements to customer experience. While CLV has been the focus of discussion in marketing circles for some time now, application has always been a challenge. As such, retention has often become the defacto strategy. But as technology evolves and data becomes ever-more insightful and accessible, measuring the value of the customer has become an increasing priority for brand and retail marketers alike.This report examines the state of CLV adoption in UK marketing today and identifies a number of trends that are helping to bridge the gap between awareness of CLV and the ability of companies to measure and increase its adoption, as well as seeking to understand specific issues and opportunities relating to a range of business sectors.1. ForewordWhat is CLV?Customer Lifetime Value is the total value a consumer brings to a retailer’s business throughout their lifetime. CLV should be the primary and fundamental metric retailers measure and evaluate the performance of their campaigns with. In other words, how much is a shopper’s worth to them and how much are they willing to pay to find more of the same customers. 4 .CLV: Marketing’s elusive metricWe surveyed 100 marketers and 2,023 consumers across the UK to find out how measurement in marketing is really shaping up and what shoppers want from brands when it comes to inspiring loyalty across their customer lifetime. The study identifies a desire to deploy CLV as a measure of marketin