In order to make the most cost-effective decisions when it comes to allocating resources, you must accurately calculate a customer's lifetime value. Now, with many customers finding your company and products though so many different channels including search, affiliate programs, social media sites, or directly from your own catalog mailing, calculating LTV is not without complications, yet it is critical. You must know which customer segments are the most valuable to your company so you can dedicate the appropriate amount of resources to each. In this session, we will teach you how to calculate the LTV of your different customer segments in order to make smarter marketing decisions.