Gartner Research

Align Marketing KPIs With Strategic Goals for Digital Commerce Impact

Published: 11 February 2015

ID: G00274281

Analyst(s): Kirsten Newbold-Knipp


Digital marketers are increasingly responsible for digital commerce revenue, but often lack metrics that align with key performance indicators. Apply the lifetime-value-to-customer-acquisition-cost ratio to bridge the strategic gap.

Table Of Contents
  • Key Challenges



  • Use LTV:CAC and Growth Rates to Reach Strategic Alignment
  • Understand How Marketing Activities Impact LTV:CAC and Growth
    • Digital Commerce Marketing's Impact on LTV
    • Digital Commerce Marketing's Impact on CAC
    • Digital Commerce Marketing's Impact on Growth
  • Communicate LTV:CAC and Growth Rates Regularly
  • What to Do Next
  • Glossary

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.