What is an LTV audience and how does it differ from a standard lookalike audience?

An LTV (lifetime value) audience includes not just who purchased, but the actual dollar amounts customers have spent with you over time. More importantly, it combines both your online sales data and all your offline sales—pieces sold at shows, galleries, in person, to offices, or anywhere else you have records. You create a spreadsheet with customer names, contact information, and their total spend (LTV), then upload it to create a lookalike. This gives the platform much richer data than a standard purchase-based lookalike, including purchase values and offline customer behavior, making the targeting significantly more accurate.

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