Marketing

Senior Marketer Survey: Top Challenges and Solutions for Customer Life

senior-marketer-survey-top-challenges-and-solutions-for-customer-life

Most seasoned marketers say their company doesn’t measure customer lifetime value (LTV) well, according to recent research by the CMO Council and Deloitte.

The report was based on data from a survey of 150 brand leaders as well as in-depth interviews with executives from Informatica, PepsiCo, Electrolux and RedBubble.

Only 17% of the respondents say that their company follows the LTV well.

About 55% of marketers say summarizing the right data for a solid view of the customer is the biggest challenge in maximizing LTV.

Marketers say better communicating their value proposition is their most effective LTV improvement initiative right now.

62% of marketers say they hope to develop a unified view of the customer in the future to improve LTV.

Marketers say the most effective signals for learning how to improve LTV come from customer interactions with service / support teams.

most effective signals to improve ltv in marketing, 2021 research by cmo Council and Deloitte

About research: The report is based on data from a survey of 150 leading brand leaders as well as in-depth interviews with executives from Informatica, PepsiCo, Electrolux and RedBubble.

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Jeffrey Rabinowitz