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Would you like to inspect the original subtitles? These are the user uploaded subtitles that are being translated: 1 00:00:00,000 --> 00:00:06,459 One thing business analysts 2 00:00:06,459 --> 00:00:10,629 sometimes rip up on are the assumptions they make about the data. 3 00:00:10,630 --> 00:00:13,445 Let's go back to our WeCart company. 4 00:00:13,445 --> 00:00:15,375 Say you're the business analysts, 5 00:00:15,375 --> 00:00:18,309 calculating the LTV across the years, 6 00:00:18,309 --> 00:00:23,724 and you're counting the number of transactions by converted customers during each year. 7 00:00:23,725 --> 00:00:28,915 For example, you want to know the LTV for a customer acquired in 2016. 8 00:00:28,914 --> 00:00:34,644 You want to include all the transactions the customer had even those in 2017. 9 00:00:34,645 --> 00:00:37,930 LTV takes into account future uncertainty. 10 00:00:37,929 --> 00:00:41,619 It is a good estimate about the future actions of the customer. 11 00:00:41,619 --> 00:00:45,549 Another thing to keep in mind is the actual value of the product. 12 00:00:45,549 --> 00:00:47,320 Most high value products, 13 00:00:47,320 --> 00:00:49,299 such as a car or a house, 14 00:00:49,299 --> 00:00:53,294 won't have customers coming back and buying it again and again. 15 00:00:53,295 --> 00:00:58,539 For example, it's very likely you have bought cars from different dealerships. 16 00:00:58,539 --> 00:00:59,979 So, for the dealership, 17 00:00:59,979 --> 00:01:01,659 it is more important to focus on 18 00:01:01,659 --> 00:01:06,084 the individual customer value rather than the lifetime value. 19 00:01:06,084 --> 00:01:09,519 The value you provide each dealership is restricted to 20 00:01:09,519 --> 00:01:13,509 that single purchase you made because you never visit them again. 21 00:01:13,510 --> 00:01:16,865 Compare that to smaller orders at Amazon. 22 00:01:16,864 --> 00:01:20,349 There, the lifetime value will make sense as 23 00:01:20,349 --> 00:01:24,000 you're likely to come back and make orders several times. 24 00:01:24,000 --> 00:01:27,680 Calculating lifetime value matters in this case. 2049

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