Digital leadership and marketing: a novel CLV metric

Digital transformation has reshaped companies’ business strategies and posed new challenges. Digital leadership is crucial for organisations to survive. In this landscape, marketing has assumed a pivotal role. Nowadays, successful marketing strategies are data-driven and they rely on actionable digital metrics aimed at designing and effectively using key performance indicators. Customer lifetime value (CLV), which focuses on the long-term relationship with the customer, has emerged as a particularly well-suited metric for leading successful decision making and enterprises. This chapter describes the intertwined relationship between digital leadership, digital marketing strategies, and CLV. We explain how CLV outperforms other metrics in guiding the digital leader agenda in the critical marketing space. However, we also note that the effects of digital marketing need to be taken into account when assessing CLV.