Monetizing Influencers: the PIVO score
The Pursway Influencer Value Order (PIVO) score helps marketers establish a standardized metric that ties influence to monetary results.
Going beyond the traditional measures of ARPU and customer lifetime value, PIVO captures not only individual monetary contribution, but also the collective impact on the contributions of each customer’s friends.
Real-life results show that the top PIVO score customers are responsible for the majority of overall company revenues. At the same time, they are not necessarily the top individual spenders.
Using the PIVO score, marketers are able to accurately answer questions such as:
- Which customers bring the most overall value to the company?
- How should marketing spend be tiered to incorporate influencer value?
- Which customers should get preferential treatment based on their total monetary contribution?
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