B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
2
2 -- revenue growth multiple vs roas only for DTC brands using LTV-based spend allocation (2025)
Brands that allocate marketing spend based on LTV grow 2.4x faster than brands relying on ROAS alone.
- Secondary citation from an agency blog post citing a Harvard Business Review analysis
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
2
Unit
Multiple
Data Vintage
2025
Entity
Sample Size
1,200
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Harvard Business Review
Primary
Tier C
https://webmedic.com/customer-lifetime-value-marketing ↗
Source Article
LTV Marketing: Use LTV for Decisions | WebMedic
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What Is LTV Marketing?
Most brands track LTV. Few use it.
LTV marketing is the practice of using customer lifetime value data to drive marketing de…
Original Research
Harvard Business Review
· Original study ↗
Methodology
Cited as a 2025 Harvard Business Review analysis of 1,200 DTC companies; secondary citation from WebMedic agency blog, original analysis not linked
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
DTC brands using LTV-based spend allocation: 2 revenue growth multiple vs roas only. Source: Harvard Business Review (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/hbr-ltv-allocation-growth-multiple-2025
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<blockquote cite="https://lighthousedata.io/data/hbr-ltv-allocation-growth-multiple-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>2</strong> -- revenue growth multiple vs roas only for DTC brands using LTV-based spend allocation<br><small>Source: Harvard Business Review (2025) · <a href="https://lighthousedata.io/data/hbr-ltv-allocation-growth-multiple-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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