It never ceases to amaze me how many organizations don't make a meaningful effort to accurately measure and focus on LTV.

This lack of focus means that opportunities are missed as those organizations fail to identify and address high-value segments, while also overpaying to acquire customers from low-value segments.

It's great to see some actionable tactical advice on using a specific tactic to increase LTV, not just because it's a good advice, but because it's a clear reminder about the importance of LTV as a key metric.