Why should I include variation in purchase amounts in my LTV audience?

The variation in positive signals—different purchase amounts from different customers—is extremely valuable data. If you have a super collector who has bought 20 pieces versus someone who bought one, that difference helps the algorithm understand what characteristics predict high-value customers. When you tell the platform to find people like your biggest collector, it can potentially find you more collectors at that level. The range of spending behavior enriches the targeting model significantly.

---

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