Walter Long (Sublytics) Talks Lifetime Value with Subscription Industry Leaders Dan Probst (KONG Box at Pattern) and Chris George (SUBTA)
Walter Long, joins Chris George of the Subscription Trade Association (SUBTA) and Dan Probst, President of KONG Box at Pattern to discuss the intricacies of measuring Customer Lifetime Value in the subscription business model.
Since entering the subscription landscape 6 months ago from wholesale distrubution, Dan learned how the importance of Customer Acquisition Cost (CAC) and Return on Ad Spend (ROAS) changes in a recurring revenue model. Walter gives perspective to the single customer view for a subscription company and Chris shares upsell strategies that hugely impacted Average Order Value (AOV) and ultimately Lifetime Value.
The group discusses:
- The two-pronged approach to increasing LTV
- LTV:CAC ratio and what constitutes a good one
- Churn and taking a proactive approach to detecting it
- How to maintain a positive brand experience and keep up with subscriber expectations