This time last year, Criteo published a report on Customer Lifetime Value (CLV) as a means of measuring the value a shopper brings to a company over their lifecycle. 12 months on, we revisited the topic of CLV to find out how far the measure has progressed in terms of adoption, the challenges marketers are experiencing in making it a functional part of how they gauge customer activity, and what missing elements are preventing it from becoming the default measure of value in the industry.

To gain this insight, we once again surveyed 100 senior and C-suite marketers across the UK with the same questions. More specifically, we asked how CLV is being applied in their organisation, which data they are using to formulate the metric, which roles and departments are responsible for driving CLV and what barriers or pain-points they’re experiencing that are hindering complete adoption.