Using predictive LTV to juice up marketing campaigns

Welcome to TechCrunch+ Tuesday

Last fall, Voyantis CEO Ido Wiesenberg shared a TC+ post with several tactics for reducing customer acquisition costs via predictive modeling.

In a follow-up, he explains how to use predictive lifetime value (LTV) to create “more targeted, effective acquisition strategies that focus on acquiring and retaining customers.”

Adding predictive LTV to decision flows does more than just identify lucrative customers early in the sales cycle — you can also use it to set performance targets and help teams adjust campaign budgets midstream.

“Not using predictive LTV to inform decisions is like going on a hike, not knowing where it will end and how hard it will be,” writes Wiesenberg, who says combining CAC with predictive LTV optimization balances risk and growth.

This post includes real-life examples of predictive LTV decisions that can help generate higher returns on ad spending or identify underperforming campaigns that can be stopped in their tracks.

Thanks very much for reading,

Walter Thompson
Editorial Manager, TechCrunch+
@yourprotagonist

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