LendingTree turns to lifetime value

LendingTree, the financial services company, has found that a shift to focusing on customer lifetime value has helped inform its marketing and broader strategy.

When LendingTree, the online lending marketplace, started out 22 years ago, it offered exactly one product: home mortgages.

“And a mortgage is not a product that consumers buy very frequently,” noted Akshay Tandon, LendingTree’s vice president/analytics, at KNect365’s Marketing, Analytics and Data Science (MADS) Conference in San Francisco, California.

Not surprisingly, the company originally focused on optimizing discreet transactions. But as LendingTree’s offerings have diversified over time, so it has helped over 100 million customers acquire more than $50 billion in loans – be it for a home, a new car, or to grow their small business.

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