The short-term results — in terms of sales and profit — of a particular advertisement or promotion can be completely misleading. A promotion that seems to perform well early on might spell future disaster for the business. Similarly, promotions that "lose money" might be goldmines in disguise. It all boils down to evaluating the tail […]
Archive for the 'Analytics' Category
Most analysts would agree that customer lifetime value (LTV) is the single metric against which all strategic business decisions should be evaluated. In other words, a favorable strategic decision will tend to increase LTV. The better the decision, the greater the impact. Although non-trivial, determining the current value of a customer isn’t particularly challenging.
Calculating future […]