CEO of Big Wheel Consultancy Julian Thorne is interviewed by Scott Howland of Zephr on the importance of Customer Lifetime Value. In this podcast, Julian and Scott discuss:

• What Lifetime Value (LTV) is and why it matters,
• How LTV is measured, and what it tells you about acquisition, churn and retention,
• How applying LTV metrics can change your business model and drive revenues,
• What strategies to adopt to improve LTV.