The future of marketing ROI is lifetime value (and AI will deliver it)

Driven by customer demand, marketers are looking beyond acquisition and vanity metrics to full-funnel marketing that tracks Lifetime Customer Value (LTV). With the help of AI, they're also freeing up time to think more strategically. Let's start with what the customer wants In the Fourth Industrial Revolution, customers are now in control. They're always connected, they have options and they can vote with their feet if they're unhappy. Salesforce's recent State of the Connected Customer research shows that 57% of customers have stopped buying from a company because a competitor provided a better experience.