Key takeaways

1. We normally focus on analyzing recency, frequency and monetization of the customer but by adding a new KPI, clumpiness, we get a much better understanding of their expected value.
2. Clumpiness refers to the fact that people buy in bursts and that those customers could be extremely valuable.
3. Clumpiness can help you better segment players, predict VIPs and target your reactivation efforts and spend.

This episode is also available as a blog post: http://lloydmelnick.com/2020/06/24/lifetime-value-part-30-why-clumpiness-should-be-one-of-the-kpis-you-focus-on/