Gartner Research

CMO Insight: Connect LTV and Operational Metrics to Measure Digital Commerce Marketing Effectiveness

Published: 22 March 2016

ID: G00301142

Analyst(s): Ewan McIntyre


CMOs are increasingly accountable for digital commerce. With accountability comes the need to discern the channels and transactions that deliver the most profitable customers. This research discusses how to connect the strategic goal of customer profitability and the tactical levers that support it.

Table Of Contents


What You Need to Know

  • Catalog the Major Operational Drivers of LTV:CAC
  • Prioritize LTV:CAC Drivers Based on Impact and Marketing's Ability to Influence
  • Define, Monitor and Use LTV and Retention Key Performance Indicators

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team

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