What’s Inside? Part 1 : Part 2 : Part 3 : Part 4 : BONUS: The marketer's guide to optimizing beyond LTVPart 1: What is LTV, anyway and why does it matter? What is lifetime value, anyway? 3 The eCommerce Lifetime Value (LTV) Playbook If you had only $100, and you wanted to buy a new outfit, where would you spend it? If you answered: "At one of my favorite stores," you're in good company. Most shoppers develop brand allegiances, and, in fact, this kind of loyalty is something that companies that want to succeed over the long haul develop strategies to cultivate. One need only look to industry giants like Walmart, Amazon, Apple, Costco, and Nike—these very different retail and eCommerce brands all have two important things in common: They rank among the top brands with the most loy

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