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The Dangerous Seduction of the Lifetime Value (LTV) Formula | abovethecrowd.com
https://abovecrowd.wordpress.com/2012/09/04/the-dangerous-seduction-of-the-lifetime-value-ltv-formula
The Dangerous Seduction of the Lifetime Value (LTV) Formula. September 4, 2012. This is a simplified version of the formula:. The key statistics are as follows:. ARPU (average revenue per user). Avg Cust. Lifetime, n (This is the inverse of the churn, n=1/[annual churn]). WACC (weighted average cost of capital). Costs (annual costs to support the user in a given period). SAC (subscriber acquisition costs, sometimes refereed to as CAC = customer acquisition costs). It’s a Tool, Not a Strategy. Let’s say y...