I just searched this page for “lifetime” to find any mention of “lifetime customer value”. I was surprised not to find any, since lifetime customer value creat

I just searched this page for “lifetime” to find any mention of “lifetime customer value”. I was surprised not to find any, since lifetime customer value creates an upper bound for marketing and ad spending. So when there’s less overall economic activity, the lifetime customer value may very well also be going down - at least for discretionary spending - meaning the upper bound for ad spending is also coming down. I wouldn’t be surprised in shifts of lifetime customer value in many industries in at least the medium term. And therefore in ad spending for those sectors of the economy.