Gartner Research

Grow Customer Lifetime Value With Digital Commerce

Published: 13 February 2017

ID: G00320051

Analyst(s): Jennifer Polk


Marketing leaders with digital commerce responsibility are expected to grow online revenue, but they can make a greater impact by creating lasting relationships with high-value customers. Use this research to adapt your strategy to use digital commerce to drive short- and long-term results.

Table Of Contents


  • Define and Measure LTV to Set a Baseline
    • Average Profit per Customer
  • Target High-Value, Low Churn Customers
  • Design and Optimize Digital Commerce to Grow Revenue per User
    • Cohort Analysis
    • Business Expansion
    • Partner or Brand Ecosystem
  • Support the Own and Advocate Phases of the Customer Journey to Improve Retention
    • What to Do Next

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