Leading marketers — who increased their business results by 10% or more last year — are 1.5X as likely as the mainstream to use CLV to measure the effectiveness of their marketing.

Google/Bain & Company, "Lessons from Marketing Leaders," North America, Mainstream Marketers n=487, Leaders n=114. Leaders are a subset of Mainstream Marketers that increased their revenue and market share by more than 10%, 2016.

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