Customer lifetime value: The customer compass | McKinsey
https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/customer-lifetime-value-the-customer-compass
WEBOct 27, 2021 · To make the most of the CLV approach and use it to manage their e-commerce business, they should adopt a long-term strategy and proceed systematically in three steps: collect data, determine true customer value, and target investments to the most valuable customers.
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