What's The Lifetime Cost, Value of A Customer?

I'm always interested in how search marketers find new customers and what it costs to keep during their entire lifetime. At the MediaPost Search Insider Summit Monday, Dale Edman, VP of ecommerce at Wasserstrom, said some companies define "customer" as any person that purchases for a second time. It takes two times. Effie Philippakos, Director of Analytics at AIG, said search marketers should look for consumers responding positively, not just the clicks. 

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