{"id":57556,"date":"2022-08-17T11:30:00","date_gmt":"2022-08-17T02:30:00","guid":{"rendered":"https:\/\/www.waca.associates\/jp\/knowledge\/?p=57556"},"modified":"2022-08-17T10:32:11","modified_gmt":"2022-08-17T01:32:11","slug":"btob%e4%bc%81%e6%a5%ad%e3%81%ab%e3%81%8a%e3%81%91%e3%82%8b%e3%83%9e%e3%83%bc%e3%82%b1%e3%83%86%e3%82%a3%e3%83%b3%e3%82%b0%e6%88%90%e5%8a%9f%e3%81%ae%e3%82%ab%e3%82%ae%ef%bc%81-ltv%e3%82%92%e6%84%8f","status":"publish","type":"post","link":"https:\/\/www.waca.or.jp\/knowledge\/57556\/","title":{"rendered":"BtoB\u4f01\u696d\u306b\u304a\u3051\u308b\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u6210\u529f\u306e\u30ab\u30ae\uff01 LTV\u3092\u610f\u8b58\u3057\u305f\u9577\u671f\u7684\u8996\u91ce\u306e\u91cd\u8981\u6027"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

\u3053\u3093\u306b\u3061\u306f\u3002\u30d6\u30e9\u30f3\u30c7\u30a3\u30f3\u30b0\u30fb\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306b\u95a2\u3059\u308b\u30b3\u30f3\u30b5\u30eb\u30c6\u30a3\u30f3\u30b0\u4e8b\u696d\u3092\u5c55\u958b\u3057\u3066\u3044\u308b\u3001\u682a\u5f0f\u4f1a\u793e\u30d4\u30fc\u30b8\u30a7\u30fc\u30a8\u30fc\u30b8\u30a7\u30f3\u30c8<\/a>\u4ee3\u8868\u53d6\u7de0\u5f79\u306e\u52a0\u85e4\u3067\u3059\u3002<\/p>\n\n\n\n

\u3042\u306a\u305f\u306f\u300cLTV\u300d=Life Time Value\uff08\u30e9\u30a4\u30d5\u30bf\u30a4\u30e0\u30d0\u30ea\u30e5\u30fc\uff09\u3068\u3044\u3046\u8a00\u8449\u3092\u3054\u5b58\u3058\u3067\u3057\u3087\u3046\u304b\uff1f<\/p>\n\n\n\n

BtoB\u4f01\u696d\u306b\u304a\u3044\u3066\u3001\u8ca9\u4fc3\u65bd\u7b56\u3092\u306f\u3058\u3081\u3068\u3057\u305f\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u6226\u7565\u3092\u8003\u3048\u308b\u306b\u3042\u305f\u3063\u3066\u3001\u975e\u5e38\u306b\u5927\u5207\u306a\u89b3\u70b9\u3067\u3042\u308b\u300cLTV\u300d\u3002
\u4eca\u56de\u306f\u3001LTV\u3068\u306f\u4f55\u306a\u306e\u304b\u3001LTV\u306b\u7740\u76ee\u3057\u3066\u9577\u671f\u7684\u306a\u8996\u91ce\u3067\u8003\u3048\u308b\u3053\u3068\u306e\u91cd\u8981\u6027\u306b\u3064\u3044\u3066\u3001\u89e3\u8aac\u3092\u3044\u305f\u3057\u307e\u3059\u3002<\/p>\n\n\n\n

\u76ee\u5148\u306e\u77ed\u671f\u7684\u306a\u58f2\u4e0a\u306b\u3068\u3089\u308f\u308c\u305a\u306b\u3001\u3088\u308a\u6226\u7565\u7684\u306b\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u3092\u8003\u3048\u3066\u3044\u304d\u305f\u3044\u4f01\u696d\u69d8\u306f\u3001\u305c\u3072\u3054\u4e00\u8aad\u304f\u3060\u3055\u3044\u3002<\/p>\n\n\n\n

LTV\u3068\u306f<\/h2>\n\n\n\n

LTV\u3068\u306fLife Time Value\uff08\u30e9\u30a4\u30d5\u30bf\u30a4\u30e0\u30d0\u30ea\u30e5\u30fc\uff09\u306e\u7565\u3067\u3001\u9867\u5ba2\u306e\u751f\u6daf\u4fa1\u5024\u306e\u3053\u3068\u3067\u3059\u3002<\/p>\n\n\n\n

\u4e00\u4eba\u3001\u3082\u3057\u304f\u306f\u4e00\u793e\u306e\u9867\u5ba2\u304c\u3001\u53d6\u5f15\u3092\u59cb\u3081\u3066\u304b\u3089\u7d42\u3048\u308b\u307e\u3067\u306e\u5168\u671f\u9593\uff08\u30e9\u30a4\u30d5\u30b5\u30a4\u30af\u30eb\uff09\u306b\u304a\u3044\u3066\u3001\u3042\u306a\u305f\u306e\u4f1a\u793e\u306b\u3069\u308c\u3060\u3051\u306e\u7dcf\u58f2\u4e0a\u3092\u3082\u305f\u3089\u3059\u304b\u3092\u7b97\u51fa\u3057\u305f\u91d1\u984d\u3067\u3059\u3002<\/span><\/strong>
\u3042\u306a\u305f\u306e\u4f1a\u793e\u3068\u306e\u4fe1\u983c\u95a2\u4fc2\u304c\u5f37\u3044\u9867\u5ba2\u3067\u3042\u308c\u3070\u3042\u308b\u307b\u3069\u3001\u5f53\u7136LTV\u304c\u5927\u304d\u304f\u306a\u3063\u3066\u3044\u304f\u50be\u5411\u304c\u3042\u308a\u307e\u3059\u3002
\u4f01\u696d\u3068\u9867\u5ba2\u3068\u306e\u826f\u597d\u306a\u95a2\u4fc2\u6027\u3092\u7ba1\u7406\u3059\u308b\u300cCRM\uff08Customer Relationship Management\uff09\u300d\u3068\u306e\u89aa\u548c\u6027\u304c\u9ad8\u304f\u3001\u7279\u306bBtoB\u4f01\u696d\u306b\u304a\u3051\u308b\u6cd5\u4eba\u55b6\u696d\u3067\u306f\u3001LTV\u3092\u6307\u6a19\u306b\u3057\u3066\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u6226\u7565\u3092\u8003\u3048\u308b\u3053\u3068\u304c\u975e\u5e38\u306b\u91cd\u8981\u3067\u3059\u3002<\/p>\n\n\n\n

\u4f8b\u3048\u3070\u3001\u5f0a\u793e\u306e\u5834\u5408\u3067\u4f8b\u3092\u51fa\u3059\u3068\u3001\u3068\u3042\u308b\u30af\u30e9\u30a4\u30a2\u30f3\u30c8\u4f01\u696d\u69d8\u304b\u3089\u6708\u984d50\u4e07\u5186\u306e\u30b3\u30f3\u30b5\u30eb\u30c6\u30a3\u30f3\u30b0\u5951\u7d04\u304c2\u5e74\u9593\uff0824\u30ab\u6708\uff09\u7d9a\u304d\u3001\u5951\u7d04\u304c\u7d42\u4e86\u3057\u305f\u3068\u3057\u307e\u3059\u3002
\u305d\u306e2\u5e74\u9593\u306e\u9593\u306b\u3001\u30b3\u30f3\u30b5\u30eb\u30c6\u30a3\u30f3\u30b0\u5951\u7d04\u3068\u306f\u5225\u306b\u3001\u30a6\u30a7\u30d6\u30b5\u30a4\u30c8\u5236\u4f5c\u3092400\u4e07\u5186\/\u4e00\u5f0f\u3067\u627f\u3063\u305f\u3068\u3057\u307e\u3059\u3002
\u3053\u306e\u5834\u5408\u3001\u3053\u306e\u30af\u30e9\u30a4\u30a2\u30f3\u30c8\u4f01\u696d\u69d8\u306eLTV\u306f\u300150\u4e07\u5186 x 24\u304b\u6708 + 400\u4e07\u5186 = 1,600\u4e07\u5186\u3068\u3044\u3046\u8a08\u7b97\u306b\u306a\u308a\u307e\u3059\u3002<\/p>\n\n\n\n

BtoB\u4f01\u696d\u3067\u306f\u76ee\u5148\u306e\u6307\u6a19\u3088\u308a\u3082LTV\u306b\u91cd\u304d\u3092\u7f6e\u304f<\/h2>\n\n\n\n

\u5f0a\u793e\u3067\u306f\u3001BtoB\u4f01\u696d\u69d8\u306b\u30b3\u30f3\u30b5\u30eb\u30c6\u30a3\u30f3\u30b0\u3092\u5b9f\u65bd\u3059\u308b\u969b\u3001\u300cLTV\u3092\u6700\u5927\u5316\u3059\u308b\u3053\u3068\u300d<\/span><\/strong>\u3092\u76ee\u6a19\u3068\u3057\u3066\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u6226\u7565\u3092\u8003\u3048\u308b\u3088\u3046\u306b\u3068\u4f1d\u3048\u3066\u3044\u307e\u3059\u3002<\/p>\n\n\n\n

\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306b\u304a\u3044\u3066\u306f\u3001\u30a6\u30a7\u30d6\u30b5\u30a4\u30c8\u3092\u8a2a\u308c\u305f\u30e6\u30fc\u30b6\u30fc\u304c\u3069\u308c\u3060\u3051\u76ee\u7684\u884c\u52d5\u3092\u5b9f\u65bd\u3057\u3066\u304f\u308c\u305f\u304b\u3092\u6e2c\u308bCVR\uff08Conversion Rate\uff09\u3084\u3001\u4e00\u4eba\u306e\u9867\u5ba2\u3092\u7372\u5f97\u3059\u308b\u305f\u3081\u306b\u304b\u304b\u3063\u305f\u8cbb\u7528\u3092\u6e2c\u308bCPA\uff08Cost per Acquisition\uff09\u306a\u3069\u3001\u69d8\u3005\u306a\u76ee\u6a19\u6307\u6a19\u304c\u5b58\u5728\u3057\u307e\u3059\u3002
\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306b\u529b\u3092\u5165\u308c\u3066\u3044\u308b\u4f01\u696d\u3067\u3042\u308c\u3070\u3042\u308b\u307b\u3069\u3001\u65e5\u3005\u3001\u305d\u308c\u3089\u306e\u6307\u6a19\u3092\u7d30\u304b\u304f\u6c17\u306b\u3057\u306a\u304c\u3089\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u3092\u8003\u3048\u3066\u3044\u308b\u304b\u3082\u3057\u308c\u307e\u305b\u3093\u3002\u3082\u3061\u308d\u3093\u3001\u305d\u308c\u3089\u306e\u6307\u6a19\u3082\u5927\u5207\u3067\u3059\u3002<\/p>\n\n\n\n

\u3057\u304b\u3057\u3001BtoC\u4f01\u696d\u3068\u306f\u7570\u306a\u308a\u3001BtoB\u4f01\u696d\u306b\u304a\u3044\u3066\u306f\u3001\u30a6\u30a7\u30d6\u30b5\u30a4\u30c8\u3092\u8a2a\u308c\u308b\u30e6\u30fc\u30b6\u30fc\u306e\u7d76\u5bfe\u6570\u304c\u5c11\u306a\u3044\u306e\u304c\u7279\u5fb4\u3067\u3059\u3002\u305d\u3057\u3066\u3001\u8ca9\u58f2\u5358\u4fa1\u306fBtoC\u4f01\u696d\u3068\u6bd4\u8f03\u3059\u308b\u3068\u9ad8\u304f\u306a\u308b\u50be\u5411\u304c\u3042\u308a\u307e\u3059\u3002
\u305d\u306e\u305f\u3081\u3001\u76ee\u5148\u306eCVR\u3084CPA\u3060\u3051\u3092\u898b\u3066\u4e00\u559c\u4e00\u6182\u3059\u308b\u3088\u308a\u3082\u3001LTV\u306b\u7740\u76ee\u3057\u3066\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u6226\u7565\u3092\u8003\u3048\u305f\u65b9\u304c\u3001\u7d50\u679c\u3068\u3057\u3066\u6700\u9069\u306a\u5224\u65ad\u304c\u3067\u304d\u308b\u3068\u3044\u3046\u30b1\u30fc\u30b9\u304c\u591a\u3044\u306e\u3067\u3059\u3002<\/p>\n\n\n\n

LTV\u306b\u7740\u76ee\u3057\u305f\u8003\u3048\u65b9\u306e\u4f8b<\/h2>\n\n\n\n

\u4f8b\u3048\u3070\u3001\u5f0a\u793e\u306e\u30af\u30e9\u30a4\u30a2\u30f3\u30c8\u4f01\u696d\u69d8\u3067\u3053\u3093\u306a\u30b1\u30fc\u30b9\u304c\u3042\u308a\u307e\u3057\u305f\u3002
\u305d\u306e\u4f01\u696d\u69d8\u306f\u3001\u90f5\u9001\u3067\u306e\u30c0\u30a4\u30ec\u30af\u30c8\u30e1\u30fc\u30eb\u30925,000\u793e\u306b\u9001\u4ed8\u3059\u308b\u3068\u3044\u3046\u8ca9\u4fc3\u65bd\u7b56\u3092\u5b9f\u65bd\u3057\u307e\u3057\u305f\u3002
\u30c0\u30a4\u30ec\u30af\u30c8\u30e1\u30fc\u30eb\u306e\u30c7\u30b6\u30a4\u30f3\u5916\u6ce8\u3001\u5370\u5237\u3001\u90f5\u9001\u307e\u3067\u542b\u3081\u3066\u3001\u5408\u8a08\u3067200\u4e07\u5186\u306e\u8cbb\u7528\u3092\u304b\u3051\u3066\u5b9f\u65bd\u3092\u3057\u307e\u3057\u305f\u3002
\u7d50\u679c\u306f\u3001\u305d\u306e\u30c0\u30a4\u30ec\u30af\u30c8\u30e1\u30fc\u30eb\u7d4c\u7531\u30673\u793e\u304b\u3089\u306e\u53d7\u6ce8\u3092\u7372\u5f97\u30011\u4ef6\u3042\u305f\u308a\u306e\u5e73\u5747\u53d7\u6ce8\u91d1\u984d\u306f50\u4e07\u5186\u3067\u3057\u305f\u3002
\u3064\u307e\u308a\u3001\u30c8\u30fc\u30bf\u30eb\u3067\u306e\u53d7\u6ce8\u91d1\u984d\u306f50\u4e07\u5186 x 3\u793e = 150\u4e07\u5186\u3002200\u4e07\u5186\u306e\u8cbb\u7528\u3092\u304b\u3051\u3066\u3001150\u4e07\u5186\u306e\u53d7\u6ce8\u30fb\u30fb\u30fb\u3067\u306f\u3001\u3053\u306e\u65bd\u7b56\u306f\u5931\u6557\u3067\u3057\u3087\u3046\u304b\uff1f<\/p>\n\n\n\n

\u3053\u306e\u30b1\u30fc\u30b9\u3067\u306f\u3001CVR\u306f3\u793e \/ 5,000\u793e = 0.06%\u3001CPA\u306f200\u4e07\u5186 \/ 3\u793e = 67\u4e07\u5186\u3068\u3044\u3046\u3053\u3068\u306b\u306a\u308a\u307e\u3059\u3002
\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u62c5\u5f53\u3068\u3057\u3066\u306f\u3001\u300cCVR\u3092\u3044\u304b\u306b\u9ad8\u3081\u308b\u304b\u300d\u300cCPA\u3092\u3044\u304b\u306b\u5b89\u304f\u3059\u308b\u304b\u300d\u3068\u3044\u3046\u70b9\u306b\u7740\u76ee\u3092\u3057\u3066\u3001\u65bd\u7b56\u306e\u6539\u5584\u3092\u5b9f\u65bd\u3057\u3088\u3046\u3068\u8003\u3048\u308b\u304b\u3082\u3057\u308c\u307e\u305b\u3093\u3002
\u305d\u3057\u3066\u3001200\u4e07\u5186\u306e\u8cbb\u7528\u3092\u304b\u3051\u3066200\u4e07\u5186\u4ee5\u4e0a\u306e\u53d7\u6ce8\u3067\u3042\u308c\u3070\u3053\u306e\u65bd\u7b56\u306f\u6210\u529f\u3001\u305d\u308c\u4ee5\u4e0b\u3067\u3042\u308c\u3070\u8d64\u5b57\u3067\u5931\u6557\u30fb\u30fb\u30fb\u3068\u3044\u3046\u3088\u3046\u306a\u8003\u3048\u65b9\u3067\u3059\u3002<\/p>\n\n\n\n

\u3057\u304b\u3057\u5b9f\u969b\u306f\u3001\u305d\u306e\u5f8c\u3001\u3053\u306e3\u793e\u306e\u3046\u30612\u793e\u304c\u3001\u521d\u5e74\u5ea6\u306e\u53d7\u6ce8\u91d1\u984d\u306f50\u4e07\u5186\u3060\u3063\u305f\u3082\u306e\u306e\u30015\u5e74\u9593\u7d99\u7d9a\u3092\u3057\u3066\u6bce\u5e7450\u4e07\u5186\u306e\u5951\u7d04\u3092\u5b9f\u65bd\u3057\u3066\u304f\u308c\u307e\u3057\u305f\u3002
LTV\u3092\u8a08\u7b97\u3059\u308b\u3068\u3001\u3053\u306e2\u793e\u306eLTV\u306f\u300150\u4e07\u5186 x 5\u5e74\u9593 x 2\u793e = 500\u4e07\u5186\u3068\u3044\u3046\u3053\u3068\u306b\u306a\u308a\u307e\u3059\u3002
\u3064\u307e\u308a\u3001\u3053\u306e\u30c0\u30a4\u30ec\u30af\u30c8\u30e1\u30fc\u30eb\u65bd\u7b56\u3067\u751f\u307f\u51fa\u3057\u305fLTV\u306f3\u793e\u5408\u8a08\u3067\u300150\u4e07\u5186 \uff0b 250\u4e07\u5186 \uff0b 250\u4e07\u5186 = 550\u4e07\u5186\u3068\u3044\u3046\u3053\u3068\u306b\u306a\u308a\u3001200\u4e07\u5186\u306e\u8cbb\u7528\u3092\u304b\u3051\u3066550\u4e07\u5186\u306eLTV\u3092\u751f\u307f\u51fa\u3059\u3053\u3068\u304c\u3067\u304d\u305f\u65bd\u7b56\u3068\u3044\u3046\u3053\u3068\u306b\u306a\u308a\u307e\u3059\u3002<\/p>\n\n\n\n

\u3053\u306e\u3088\u3046\u306b\u521d\u56de\u306e\u6295\u8cc7\u306f\u8d64\u5b57\u3060\u3063\u305f\u3068\u3057\u3066\u3082\u3001\u81ea\u793e\u306e\u5546\u54c1\u3084\u30b5\u30fc\u30d3\u30b9\u306e\u54c1\u8cea\u306b\u81ea\u4fe1\u306e\u3042\u308b\u4f01\u696d\u3067\u3042\u308c\u3070\u3001LTV\u3068\u3044\u3046\u89b3\u70b9\u3067\u898b\u305f\u3068\u304d\u306b\u5341\u5206\u306b\u56de\u53ce\u3067\u304d\u308b\u3068\u3044\u3046\u3053\u3068\u304c\u3057\u3070\u3057\u3070\u3042\u308a\u307e\u3059\u3002<\/p>\n\n\n\n

\u77ed\u671f\u7684\u306a\u8996\u91ce\u3067\u306f\u306a\u304f\u3001\u9577\u671f\u7684\u306a\u8996\u91ce\u3067\u8003\u3048\u3088\u3046<\/h2>\n\n\n\n

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