The relevance of identifying the most valuable customers with the highest lifetime value and optimizing marketing for them has increased massively for many advertisers. This episode covers strategies to incorporate predicted lifetime value into your marketing.

René Tingskov (Head of Marketing at Søstrene Grene), Peter Fader (Professor of marketing at the Wharton School of the University of Pennsylvania and co-founder at Theta and Incompass Labs), Qiong Wu (Marketing Science Partner at Meta) share guidance and experiences.