LTV对企业运营的重要性

1、LTV对企业运营的重要性Eddie Chien, 2022/9/16Insight & AnalyticsTaipei, Guangzhou, Singapore, CincinnatiShanghaiLTV (Lifetime Value)NewCurrent1st PurchasePositive all-around ExperienceCustomer Data: PII, transaction, Content, Engagement, CommerceGrowth strategy: Conversion vs. LoyaltyConversionKPI: New User #,

2、 Penetration, CAC,LoyaltyKPI: Repeat, Renew, LTV, SOR, Creating Biz Value via Harnessing DataA Corporate/Customer Data Strategy+CEM/CRM/CMS/DAM/Coupon/App/WeChat/Data Strategy FrameworkData Ecosystem1st Party2nd Party3rd PartyData ManagementData architecture & storageData operation & qualityData gov

3、ernance & securityData Value-CreationHigher content engagementHigher conversion rateHigher transaction sizeHigher repeat/retentionHigher LTVLower Acquisition CostBetter consumer experienceData AnalyticsBI & data visualization (report & dashboard)Descriptive Analytics (profiling & segmentation)Predic

4、tive Analytics (prediction & scenario)Implementing A/B testingData Org & CultureData Org structure - CDO, CTO, Role & ResponsibilityWay of WorkingTraining & CoachingMA (Marketing Automation)Creating Biz Value via Harnessing DataData Governance & Security网路安全法2017/6/1数据安全法2021/9/1个人信息保护法2021/11/1Expr

5、essed consentProtection of minorsCross-border-tansfer of PIData Protection OfficierMinimization of collectionData Mapping/InventoryData Classification/GradingData Protection System & Safe OperationModernizing Data ArchitectureLast WordsCreate a strong core experience as a prerequisite (Loyalty & LTV will follow).Examine companys Data Strategy - Data/Customer/Activation Platform + Org choicesThink creating biz value (vs. creating platfor