Key takeaways
- We normally focus on analyzing recency, frequency and monetization of the customer but by adding a new KPI, clumpiness, we get a much better understanding of their expected value.
- Clumpiness refers to the fact that people buy in bursts and that those customers could be extremely valuable.
- Clumpiness can help you better segment players, predict VIPs and target your reactivation efforts and spend.
This episode is also available as a blog post: http://lloydmelnick.com/2020/06/24/lifetime-value-part-30-why-clumpiness-should-be-one-of-the-kpis-you-focus-on/
