What is a customer worth?

Metrics, metrics, metrics. It’s all about the numbers.

What is the lifetime value of one customer?

It’s a question every marketer should be asking, and it’s not that hard to calculate. It’s an important number, because it directly informs how much you should spend retaining existing customers, not just getting new customers.

The magic formula, and a succinct article on how it all works is here, courtesy of Entrepreneur magazine.