criteo-顾客终身价值报告（英文）-2018-16页-1mb

报告摘要

The State of Customer Lifetime Value (CLV) Report Summary

Core Content

This report examines the state of Customer Lifetime Value (CLV) adoption in the UK marketing industry in 2018. It highlights the growing recognition of CLV as a crucial metric for measuring marketing effectiveness and driving long-term business growth. Despite this awareness, challenges remain in its implementation, particularly due to data collection and analysis complexities, lack of internal expertise, and organisational silos.

Main Points

Awareness and Importance of CLV

98% of UK marketers believe CLV is important or critical to their marketing strategy.
81% of marketers agree that monitoring CLV increases sales.
68% of marketers believe CLV improves customer retention.
56% think CLV enhances brand loyalty.

Current State of CLV Adoption

24% of organisations are effectively monitoring CLV.
69% of organisations believe they could improve their CLV monitoring.
7% of organisations are doing nothing to monitor CLV, though they acknowledge it should be.

Benefits of CLV

Increases sales
Improves retention
Enhances brand loyalty
Enables more timely marketing
Supports long-term, company-wide growth

Barriers to CLV Adoption

Too expensive (43%)
Lack of in-house skills (36%)
Too complicated to monitor (26%)
Not able to implement learnings (24%)
Cross-device tracking challenges (45%)
Lack of senior buy-in (17%)

Strategic Priorities

Predictive CLV is seen as more beneficial for future growth.
Historic CLV is based on past purchases and is used for understanding past performance.
Data collection and integration are identified as key steps for successful CLV implementation.

Shopper Insight

CLV is more closely linked to revenue than traditional loyalty metrics like opinion polls.
Younger demographics (18-25) show higher loyalty and are more likely to return to the same store.
Social media plays a crucial role in influencing purchase decisions and building long-term relationships.
Snapchat users are more likely to engage in mobile shopping and spend more.
Ongoing communications (e.g., emagazines, trend insights, event invitations) are important for customer retention.

Key Recommendations

Improve data collection and cross-device tracking to enable accurate CLV measurement.
Invest in upskilling both personnel and systems to better implement CLV strategies.
Enhance internal brand reputation to drive CLV adoption.
Adopt a consumer-centric approach that focuses on the entire customer journey and personalisation.
Collaborate across channels and data sources to gain a holistic view of the customer.

Key Takeaways

CLV is a vital metric for modern marketing, but its adoption is still limited.
Data challenges remain a major obstacle, especially in tracking customers across devices.
Social media is a powerful tool for enhancing CLV, particularly among younger consumers.
Long-term growth is becoming the priority for marketers, moving away from short-term metrics like ROAS.
Customer-centric strategies are essential for success in the evolving retail and marketing landscape.

Conclusion

The report concludes that CLV should be the foundation of customer-centric marketing, enabling brands to focus on long-term value and relationships. While awareness is high, widespread adoption and effective implementation require addressing data challenges, improving internal capabilities, and aligning organisational priorities. The future of CLV lies in better data integration, personalisation, and a shift in mindset towards lifelong customer value.

Methodology

Marketer Research: Conducted by Vanson Bourne, involving 100 UK marketing decision-makers from retail or wholesale organisations with at least 150 employees.
Consumer Research: Conducted by Walnut Unlimited, a nationally representative omnibus survey of adults in the UK (aged 18+), conducted between 07/03/2018 and 09/03/2018.
Data Sources: Surveys and interviews were used to gather insights on CLV awareness, implementation challenges, and shopper preferences.

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