Independent Study Reveals Marketers Must Orient Around Customer Value to Win in The Era of AI
A commissioned study, conducted on behalf of
The Forrester study revealed that most organizations track CLV, but very few use the key metric in setting strategy, making investment decisions, and personalizing experiences across the customer lifecycle. 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.
"This study highlights a fundamental problem with digital marketing as it has been practiced for the past 20 years: the slow movement of data leading to a KPI dashboard that is backward-looking,” said
The findings emphasize that the future of effective marketing lies in the ability to predict and shape consumer attitudes.
Key findings from the study include:
- Few apply CLV metrics to customer strategy: Though 81% of respondents’ organizations have the ability to track CLV, only 37% actively apply it to their strategy and just 14% are maximizing the value of their CLV metrics in marketing investment and execution.
- CLV and profit margin metrics are expected to increase in priority: Organizations are increasingly prioritizing CLV and revenue per customer ahead of transactional vanity metrics that only provide a historic snapshot of customer behavior.
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Technology integration and alignment is essential: 83% of respondents point to the importance of
Martech ecosystem alignment to drive business success. - Departmental alignment is also imperative: On average, only 19% of respondents said their organization is fully aligned across functions. Marketers were least aligned with data science and analytics departments.
- Marketing must focus on predictive value to maximize ROI and optimize experiences: 53% of respondents anticipate that marketing will have more influence on business strategy, and be more effective, as more businesses apply forward-looking profit metrics to their customer value strategy.
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