In this presentation, Giorgia and Nina will explore how Customer Lifetime Value (LTV) metrics can be applied to analyze the performance of subscription models, using a case study inspired by a reporting solution developed for Nature+, a subscription service within the Springer Nature eCommerce business. Launched in 2022, Nature+ has expanded to four international stores on the Shopify platform.

Lifetime value metrics play a pivotal role in subscription-based business models, offering predictive insights, guiding customer retention efforts, and providing a holistic view of business performance. In addition to immediate earnings, the reporting solution tracks the monetary value of new customers and compares it to their acquisition cost, differentiating SEO and marketing acquired subscribers. This long-term perspective provides a more comprehensive understanding of customer value and revenue potential by tailoring Shopify raw data to generate business-specific metrics.

The session will showcase how to calculate and interpret LTV metrics within the marketing context, enabling the audience to understand the shift from a traditional transactional reporting to a more comprehensive overview of the customer value.