Most seasoned marketers say their company doesn’t measure customer lifetime value (LTV) well, according to recent research by 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 the respondents say that their company follows the LTV well.

About 55% of marketers say summarizing the right data for a solid view of the customer is the biggest challenge in maximizing LTV.

Marketers say better communicating their value proposition is their most effective LTV improvement initiative right now.

62% of marketers hope to develop a unified view of the customer in the future to improve LTV.

Marketers say the most effective signals for learning how to improve LTV come from customer interactions with service / support teams.

most effective signals to improve ltv in marketing, 2021 research by cmo Council and Deloitte

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