1、Marketers Must Shift Their Understanding Of Customer Value To Be Forward-Looking Majority Of Marketers Track Customer Lifetime Value(CLV),But Less Than Half Of Them Actively Apply It To Their Ongoing StrategyGet startedFORRESTER OPPORTUNITY SNAPSHOT:A CUSTOM STUDY COMMISSIONED BY ZETA|APRIL 20242Key

2、 FindingsCustomer Value Is Currently Only Measured In The Short Or Near TermMarketers have historically collected all kinds of customer data but have yet to generate a forward-looking formula that reflects full lifetime value.When approaching CLV,marketers are often stuck looking in the rearview mir

3、ror instead of focusing on the road ahead.Marketers are also tasked with creating synergy by applying data and technology to connect organizational silos.To develop a customer data strategy that enables marketers to understand the value of their customers and define what“value”means across the organ

4、ization,marketers must first determine if the way they are calculating value accounts for future-focused data.When equipped with the right data to successfully calculate and apply customer value,marketers will be empowered to attribute more success to their marketing efforts and elevate their teams

5、influence across the organization.Few apply CLV metrics to customer strategy.Though 81%of respondents organizations have the ability to track CLV,only 37%actively apply it to their strategy and just 14%are maximizing the value of their CLV metrics.Technology integration and alignment is essential.Ei

6、ghty-three percent of respondents said aligning the marketing-technology(martech)ecosystem is critical to business success.Marketing must focus on predictive value metrics.Respondents anticipated more influence on business strategy and improved marketing effectiveness when they applied forward-looki