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Forrester Consulting Opportunity Snapshot: A Custom Study Commissioned by Zeta Global

Marketers Must Shift Their Understanding of Customer Value to Be Forward-Looking

When approaching customer lifetime value (CLV), marketers often only measure it in the short or near term rather than focusing on the road ahead. Though 81% of respondents’ organisations have the ability to track CLV, only 37% actively apply it to their strategy and just 14% are maximising the value of their CLV metrics. This disconnect points to a critical gap in how data is collected and leveraged to inform forward-looking decisions that drive customer engagement and business growth.


Download this research to learn more about:

  • Why marketers need to rethink the definition and strategic application of CLV metrics.
  • How technology integration and alignment can help drive business success.
  • How implementing predictive value metrics can transform and elevate marketing’s role.

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