Our single excel worksheet for calculation and explanation

Set your campaign budget at the right level using this Lifetime value spreadsheet

Marketing Campaign Planning Toolkit
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Lifetime Value Spreadsheet

 Look Inside

Why use Lifetime value models?

Lifetime value models have many applications, but they are most powerful as a tool to help businesses prove the future value they can generate from marketing campaign activities.

It’s much better evaluating investment based on long-term returns from marketing activities rather than the short-term success of a single sale.

How will the guide help me and my business?

Lifetime value analysis will help you plan and measure investment levels for customer acquisition programmes. As you’ll know, every new campaign should have a clear target cost for allowable customer acquisition (CPA). If you’re making the business case to your boss or colleagues in finance or investors they help give you project numbers to back up your arguments for more investment.

LTV models are important for many different times of businesses like retail, utilities, travel or web services like software services or publishing where there will be recurring revenue. They are also important to creating business plans and forecasts for startup businesses to help estimate future revenue.

About the Lifetime Value Spreadsheet

About the author

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

What’s inside?

The LTV spreadsheet is a single Excel spreadsheet which is ready to use


  • Single worksheet Excel for calculation and explanation worksheet
  • We also reference to two more complex spreadsheet models

Use our lifetime value spreadsheet to calculate and estimate the future value of your customers. It's an Excel spreadsheet which is ready to use.

Look Inside the Lifetime Value Spreadsheet

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Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Marketing Campaign Planning Toolkit

The Lifetime Value Spreadsheet is part of Smart Insights Marketing Campaign Planning Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 10 other resources in the toolkit.

..but that’s not all. With an Expert Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage - Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

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