Predict lifetime value by cohort and segment — so budget chases high-value customers, not just conversions.
Two customers who convert the exact same way can be worth wildly different amounts over time. Budget should know which is which.
The customers who convert cheapest aren't always the ones worth keeping. LTV shows you which is which before budget's already spent.
LTV curves mature by month 3–6 — well before a full 12-month payback period plays out and the budget decision's already been made.
Bid and budget by predicted value per cohort, not one blended average smeared across your entire customer file.
LTV by channel and cohort, so budget chases who's actually worth acquiring.
LTV curves built by acquisition cohort and channel, so budget chases the customers worth keeping — not just the ones that convert cheapest.
Recalculated every month as each cohort matures and more purchase history comes in — never frozen at the moment of signup.
Predicted lifetime value ranks every customer and prospect — not likelihood to convert alone — so budget chases who's actually worth keeping.
Paired with propensity scores, media dollars target the one quadrant that matters — likely to convert, and worth converting.
A no-cost review of how you measure marketing today, for your brand or one of your agency's clients.
Your tracking and attribution setup, and whether your data is ready for a marketing mix model.
What each platform reports against what's likely incremental, channel by channel.
A short report with the gaps we found and three quick wins. No obligation.