In this episode of the podcast, I speak with <a href="https://www.rhsmith.umd.edu/directory/daniel-mccarthy">Daniel McCarthy</a> on the topic of Customer Lifetime Value (LTV / CLV). This is Daniel&#39;s second appearance on the podcast; he <a href="https://mobiledevmemo.com/podcast-quantifying-the-impact-of-att-with-daniel-mccarthy/">first joined me in April</a> to discuss his paper, <a href="https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4698374">Evaluating the Impact of Privacy Regulation on E-Commerce Firms: Evidence from Apple’s App Tracking Transparency</a>.In this episode, Daniel provides an overview of the CLV / LTV metric. Among other topics, we cover:<ul><li>The concept of LTV</li><li>The commonalities observed across companies that utilize LTV successfully</li><li>The analytical challenges in deriving LTV</li><li>Which functional team within an organization should own the LTV metric</li><li>The right dimensionality / granularity of user segmentation to use in calculating LTV</li><li>The ways in which companies overcomplicate the LTV calculation</li><li>How the LTV metric can be kept current</li><li>Whether improvements to LTV through product or marketing optimization over time should be assumed when calculating LTV</li></ul>Thanks to the sponsor of this week’s episode of the Mobile Dev Memo podcast:<ul><li><a href="https://www.incrmntal.com/">INCRMNTAL⁠⁠</a>. True attribution measures incrementality, always on.</li><li><a href="https://www.universalads.com/">Universal Ads</a> is Comcast&#39;s self-serve TV ads platform that lets you launch campaigns in minutes across premium inventory from NBC, Paramount, Warner Brothers Discovery, Roku, and more.</li></ul>Interested in sponsoring the Mobile Dev Memo podcast? Contact <a href="mailto:ari@marketecture.tv">⁠Marketecture⁠</a>.The Mobile Dev Memo podcast is available on:<ul><li><a href="https://podcasts.apple.com/us/podcast/mobile-dev-memo-podcast/id1423753783" target="_blank" rel="noreferrer noopener">Apple Podcasts</a></li><li><a href="https://open.spotify.com/show/0RCsc3OW1p9jH5YC0qQTp0?si=jgSk98sURta7aWBpjkTpXg" target="_blank" rel="noreferrer noopener">Spotify</a></li></ul>

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Season 7, Episode 10: Unpacking Customer Lifetime Value (with Daniel McCarthy)

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