We've previously discussed the importance of analyzing marketing cohorts from the perspective of lifetime value. One of the main constraints for assessing cohort profitability thresholds deals with defining your maximum LTV payback period. You can use this information to create rules for marketing campaign optimization. 

Sometimes we get distracted and it becomes easy to forget how you should judge your marketing spend, especially when running multiple marketing campaigns through a complicated mix of channels. There are two basic thresholds that determine whether your marketing spend is profitable.