Should I include people who haven't purchased anything in my LTV audience list?

Yes, absolutely. Negative signals are just as important as positive signals. For everyone on your list who hasn’t purchased, assign them a value of zero. This gives the algorithm additional data points to refine its understanding of who does and doesn’t buy from you. If you have people on your list who will never buy from you, that information actually helps the platform better identify true prospects by understanding the contrast between buyers and non-buyers.

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Asked by general teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2018-08-30