Michal Stín

Michal is a CMO with 10 years of experience in digital marketing. He tries to find a balance between data-driven and intuition-based decisions. He learned SQL by taking online courses; now he uses it almost every day. He is a big fan of remote work, freedom, and a healthy lifestyle. When he is not working, he is most probably cycling, hiking, swimming, running, doing yoga, meditating, or preparing some delicious (almost vegetarian and almost low carb) food for his girlfriend.

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29 Jul 2021

Michal Stín

How to Use SQL to Calculate Customer Lifetime Value (LTV)

Working with data is an essential skill for marketers in today's data-driven world. As a marketer myself, I decided to create a series of articles about calculating key performance indicator (KPI) metrics for SaaS (Software as a Service) companies. We’ll start by calculating customer lifetime value (LTV) using SQL. Data is one of today’s most valuable resources. If you work in a SaaS company, you are flooded with a huge amount of data every day.