MARKETING’S
BLIND SPOT
84%of marketers agree: They are
10 milkshake
Source: 2021 CMO Council report entitled “Humanizing + Analyzing Relationship to Drive Revenue,
Retention And Returns.” The report is based on a survey of 150 global marketing leaders and four deep dive
interviews with executives from Informatica, PepsiCo, Electrolux, and RedBubble. Sponsored by Deloitte.
Customer lifetime value is the total worth to a
business of a customer over the whole period of their
relationship. It’s an important metric as it costs less
to keep existing customers than it does to acquire
new ones, so increasing the value of your existing
customers is a great way to drive growth.
not effectively segmenting
and targeting customer sets
for long-term value
THE TRUTH HURTS
Marketers are too focused on acquiring customers,
and not focusing enough on how to foster loyalty and
long-term value
43% rate their CAC (Customer Acquisition Cost)
to LTV (Long-Term Value) average to best
25% rate it as below average or very poor
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
The data that would help them most:
44% Level of satisfaction
41% Customer lifetime value
37% Incidence of churn and defection
35% Customer purchase history
33% Brand loyalty
MARKETERS WORKING TO IMPROVE LTV
Most important requirements:
36% Humanizing connections
36% Aligning the organization
34% Offering products that fit needs
Most effective current initiatives:
47% Better communicating value proposition
42% More sophisticated targeting
42% Leveraging relevant marketing content
Marketers’ future plans
62% Unified view of customer
40% Lasting connections with customers
38% Dynamic customer-brand experiences
November 2022