How do you calculate how much to pay for a customer if you don’t know their lifetime value?

Lifetime value is one of those dream metrics people want to know and want to talk about. I’m not a big fan of a lifetime value of a customer. Obviously I want to make that number bigger, but I don’t want to base my advertising decisions on lifetime value because that might be 10 years … Continue reading How do you calculate how much to pay for a customer if you don’t know their lifetime value?