Customer Segmentation & LTV Analysis for a Multichannel DTC Brand

At Glance

• Five branded domains, multiple acquisition channels

• Segmentation by New, Loyal, Mid Value, Low Value, Champions, Big Spenders at Risk

• Acquisition sources: Organic Search, Shopping, Paid Media, Email, Social

• Key metrics: Lifetime Value (LTV), Lifetime Orders (LTO), Average Order Value (AOV)

Industry: E-commerce - Printing

Tech Stack: Google Cloud Platform · Looker Studio

The Challenge

The brand lacked visibility into customer lifetime value and how acquisition channels contributed to long-term performance. Existing reporting was limited to transactional metrics, leaving teams without:

• Clear understanding of customer lifecycle stages.

• Insights into LTV by acquisition channel or cohort.

• Ability to align acquisition spend with retention outcomes.

The Solution

We developed an LRFM-based segmentation model to classify customers across lifecycle and value stages. This was then combined with acquisition channel data to calculate LTV per cohort, providing a clear view of profitability by source and time of acquisition.

With this foundation, the brand:

• Identified high-value acquisition channels.

• Uncovered at-risk customers for targeted win-back.

• Designed personalized retargeting and retention campaigns.

• Created a framework for optimizing media allocation based on true LTV.

Schema of the infrastructure and data sources.