I have been watching corporate marketing departments do this for YEARS. This is nothing new.
Still, no matter what the marketing departments do, they cannot MAKE you buy a product.
That is what was so damnable about the ACA and what is so wrong about Medicare for All ... the forced purchase.
Marketing is invasive and insidious. Fear and hate are two basic marketing themes. Marketing is far more effective than people realize at selling products and ideas.
At its most basic marketing exploits human nature.
Yep, this was commonplace at companies I worked at, too, but those were B2B companies, not consumer goods and services companies.
But the use of CLV was obvious with airline frequent flier programs. Million mile customers always got better service and perks than the guy who flew one hop per year.
The sales guys who I supported always spent a lot more time with the high CLV companies. No surprise there. If you were in sales and NOT doing that, you weren’t going to make your number and would find yourself out on the street after a few quarters.
What’s different these days is the huge variety of tools available to companies to track your purchases and calculate your lifetime value to them.
I’m sure Amazon has scored the POF family very high.