Customer lifetime value is one of the most important metrics in marketing, yet many businesses overlook it. It goes beyond single transactions and focuses on the total value a customer brings over time. By understanding how much a customer is worth across their full relationship with your business, you can make better decisions around marketing spend, customer retention and long term growth.
If you had £100 for marketing, where would you spend it? Would you chase after ten potential new customers, or would you invest it in delighting the loyal few you already have? It’s a question every business owner faces, and in 2026, the answer is more critical than ever. This is the core of the […]
