Hi, Sabrina! CLTV is a pure quant calculation.

What I was talking about are metrics in general. There are many ways to gauge success of a strategy, campaign, program or tactic, depending on your objectives. For example, let’s say people had a negative perception of my brand based on faulty products, bad customer service, etc. I fix all of these issues and my marketing and messaging reflects that. A few qualitative measures could be brand sentiment, contextualized conversations (my brand in the context of people talking about our turnaround), the quality of online conversations about the brand, brand health and equity, etc. But that’s a whole other article.