Most senior marketers say their firm does not measure customer lifetime value (LTV) well, according to recent research from the CMO Council and Deloitte.

The report was based on data from a survey of 150 brand leaders as well as in-depth interviews with executives from Informatica, PepsiCo, Electrolux, and RedBubble.

Only 17% of respondents say their firm tracks LTV well.

Some 55% of marketers say aggregating the right data for a robust view of the customer is the most significant challenge they face in maximizing LTV.

Marketers say better communicating their value proposition is their most effective current initiative for improving LTV.

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Senior Marketer Survey: Top Customer Lifetime Value Challenges and Solutions

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a writer, editor, content strategist, and research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji