Welcome to Episode 25 of Growing Ecommerce. This time, Mike is joined by Katherine Munro, a data scientist at smec. If you have a stereotype in your mind that data scientists are brilliant, then Katherine will not disappoint you. She is a fountain of knowledge – disciplined and scientific as you might expect, and also incredibly creative in her thinking.
We catch up about some current projects she’s working on and then dive into CLV, or Customer Lifetime Value. What is CLV exactly, what are approaches to calculating or modelling it? How can we use it in an ecommerce setting? We talk cohorts, categories, and KPIs.

1. What is it? How to calculate or model it? - 04:19
2. How to use CLV in an e commerce setting? -17:13
3. The value of CLV for your business? -26:51
4. Beyond CLV - 36:31