Marketers Must Shift Their Understanding of Customer Value to Be Forward-Looking

Forrester Consulting Opportunity Snapshot: A Custom Study Commissioned by Zeta Global

When approaching customer lifetime value (CLV), marketers often only measure it in the short or near term rather than focusing on the road ahead. 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. This disconnect points to a critical gap in how data is collected and leveraged to inform forward-looking decisions that drive customer engagement and business growth.

Download this research to learn more about:

• Why marketers need to rethink the definition and strategic application of CLV metrics.
• How technology integration and alignment can help drive business success.
• How implementing predictive value metrics can transform and elevate marketing’s role.