Playtime 2016 - Predicting lifetime value in the apps world

Notes

LTV is temporary snapshot.

LTV is based on assumption. so it’s cannot be the only criteria, some other metrics like CAC,

A rule of thumb was told to us is 30%-40% should be the maximuim that you spend on CAC.

LTV is driven by Engagement, Retention and Monetization.

Net LTV = Customer Lifetime * Variable Contribution