De-averaging your marketing investments and paying close attention to how your incremental marketing investments pay off is a post I’ve been intending to write for a while now.
The good folks at Rimm-Kaufman group, however, saved me the trouble with yesterday’s excellent PPC Averages can Hide Incremental Nightmares. Please take the time to read it.
As I was reading it, I started to think about applying LTV to the methodology. When you think about making decisions based on LTV, the story becomes even more clear. All will be revealed (with a graph!) after the break.