Introduction to Churn and Lifetime Value (LTV) Analysis Course (How To)

This introduction to Churn and Lifetime Value ("LTV") analysis course is designed for absolute beginners to give them exposure to the common business metrics of Churn and LTV. In the course we learn about recurring revenue, churn, LTV, why they matter, and navigate some of the nuances of the metrics.

What you'll learn

• General concepts around recurring revenue
• The definition of Churn
• Different ways to calculate Churn
• The definition of Lifetime Value or LTV
• The inputs to the LTV formula
• How LTV can impact decision making
• LTV:CAC ratios
• Cohort reporting
• Realized LTV

Churn

In this section we learn about recurring revenue, MRR, ARR, ARPU, and dig into churn. What does it mean? How is it calculated?

Chevron 7 steps

• Welcome

  3:36

• Recurring Revenue

  4:31

• What is Churn?

  4:17

• Gross Churn vs Net Churn

  3:25

• MRR Churn Example Pt. 1

  3:09

• MRR Churn Example Pt. 2

  6:52

• Review: Churn

  5 questions

LTV

In this section we introduce the concept of LTV, show how to calculate it, and also introduce cohort reports.

Chevron 9 steps

• What is Lifetime Value Analysis?

  3:19

• The Most Basic LTV Formula

  4:14

• Factoring in COGS

  4:38

• Why Does LTV Matter?

  4:19

• Forecasting LTV

  1:30

• Cohort Reports

  4:35

• Realized LTV

  6:15

• Conclusion

  0:50

• Review: LTV

  5 questions