Ep 14 - LTV predictions to Drive Growth and Uplift ROI with Eran Friendinger, Isgav Davidowitz, and Ori Klein

Partnering with Voyantis, we learned from a powerful panel of growth experts how they use LTV predictions to scale and uplift ROI.

In today’s changing, iOS 14.5, cookieless world, marketers have to leverage internal data and predictive models to stay ahead of the curve. Our expert panelists shared some of their best practices and unexpected features they rely on for calculating, predicting, and improving Customer Lifetime Value.

Here’s What We Discussed: 

• [00:53] Our speakers introduce themselves and share their backgrounds and experience
• [02:11] Eran shares what variables he recommends a company look at to define LTV
• [08:03] Ori’s thoughts on calculating LTV in D2C business 
• [12:34] Isgav shares the data sets that he looks at to determine LTV and how to handle clients and advertisers that insist on their own models    
• [19:23] How to move from insights from LTV models to actions
• [24:30] Orin shares concrete examples of how he’s been able to utilize LTV models as concrete efforts that affect daily operations 
• [28:09] How do you think about LTV alongside the other metrics you track? 
• [31:22] Isgav on his observations of industries overestimating and underestimating LTV 
• [33:41] What types of products or brands should or shouldn’t be implementing an LTV-based marketing strategy? 
• [36:07] Predicting LTV with limited attributed data across paid channels
• [42:20] How to address declining return on ad spend due to cookie updates

About Our Speakers 

Eran Friendinger, Co-Founder and CTO at Voyantis – Eran is the Co-Founder and Coo at Voyantis. Voyantis turns LTV prediction modeling into an end-to-end optimization solution. They enable growth and UA teams to shape and control the future, engineering free.

Isgav Davidowitz, Client Solutions Manager at Facebook– Isgav is the Client Solutions Manager at Facebook. He’s a Data scientist, specialized in statistical modeling and machine learning. At Facebook, working with Digital Health disruptors, start-ups and global companies on how to integrate predictive models and advanced data usage into their business while optimizing toward long term growth.

Ori Klein, VP and Digital Marketing & Product at Lennar – Ori is the VP of Digital Marketing & Product at Lennar. Prior to Lennar, he was the Senior VP of Growth at both Via and Eight. Before getting into Digital Marketing he was Senior Associate in McKinsey & Company and Venture Capital Associate at Amiti Ventures.

About Our Moderator

Anish Shah is the CEO & Founder of executive search agency Bring Ruckus. Anish has worked in-house in Growth roles at Snapfish and Getable. He started Bring Ruckus as a Growth consultancy 11 years ago working with 40+ clients, then re-focused his firm on executive recruiting for Growth leaders.

 

Quotes

“What we care about, especially as we optimize media is thinking about how we know it's a meaningful interaction and there's meaningful interest partnering that session. So it's really understanding the depths of interaction with our content, and the level of interest. And then using that to try to predict what the likelihood is that they actually engage with the sales process.” – Eran Friendinger

 

“A lot of clients, advertisers, and people in the industry and in different industries talk about LTV. But to be honest most of them have either a very basic model to no model.” – Isgav Davidowitz

 

“The goal is not to be able to calculate or know the LTV, the goal is to be able to make impactful business decisions based on these numbers you calculate otherwise they're just numbers.” – Isgav Davidowitz 

 

“There's also the question of how you use the LTV framework as a decision-making tool generally for your connect growth efforts and for your business. Obviously, we all would like to invest more in channels and campaigns that drive higher value LTV. But if you think about all your other efforts starting from which promotions you're sending out, customer service rewards, and thinking from an LTV lens, that can provide a lot of value.” – Ori Klein

 

“If you're overall declining, then you need to figure out how to evolve your strategies. Generally speaking, as digital marketers, we all need to become a bit more comfortable with not knowing as much as we did know over the past few years. Not being able to attribute every single purchase to a single source and being able to rely more on top-down approaches versus the bottom-up approaches.” –  Ori Klein

 

ABOUT RUCKUS

We are growth leaders who recruit your game changers. Visit https://bringruckus.com and connect on LinkedIn. Subscribe and listen to more episodes on Apple Podcasts, Spotify Google Podcasts, Audible, or wherever you get your podcasts!  

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