Imagine you are running a hotel. Who would you rather have as a customer? High value but one-time visitor or an average customer who will keep coming back for many years? It depends, right? Lifetime Value (LTV) is a concept that can help us determine the business value of our customers and with that understand: who is an ideal customer, how much they are worth to a business, and how much we can spend on acquiring a customer. In this mini d.MBA episode we cover the definition of lifetime value and its relevance for designers.