Many consumer Internet business executives are loyalists of the Lifetime Value model, often referred to as the LTV model or formula.

FORBES: The Dangerous Seduction of the Lifetime Value (LTV) Formula

In The Dangerous Seduction Of LTV, venture capitalist Bill Gurley of Benchmark Capital pointed out ten pitfalls associated with one increasingly notorious metric: the lifetime customer value model (LTV).

FORBES: In Defense Of The Lifetime Value (LTV) Formula