{"id":8812,"date":"2016-12-06T12:29:00","date_gmt":"2016-12-06T12:29:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8812"},"modified":"2026-04-14T08:03:42","modified_gmt":"2026-04-14T08:03:42","slug":"ltv-201-a-simple-method-for-forecasting","status":"publish","type":"post","link":"https:\/\/tenjin.com\/pt\/blog\/ltv-201-a-simple-method-for-forecasting\/","title":{"rendered":"LTV 201: Um m\u00e9todo simples de previs\u00e3o"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><a href=\"https:\/\/growthfullstack.com\/usecase\/simple-customer-lifetime-value-ltv-prediction-in-python\"><\/a><\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/growthfullstack.com\/usecase\/simple-customer-lifetime-value-ltv-prediction-in-python\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/growthfullstack.com\/static\/f2c1bb8311f298fd2ce8ac2664187f07\/ltv-prediction.png?ssl=1\" alt=\"Previs\u00e3o de LTV\" class=\"wp-image-8343\"\/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">O valor ao longo da vida \u00e9 um tema complexo. O&nbsp;<a href=\"https:\/\/growthfullstack.com\/usecase\/simple-customer-lifetime-value-ltv-prediction-in-python\">os c\u00e1lculos de LTV mais simples \u2014 e tamb\u00e9m os mais fi\u00e1veis \u2014<\/a>&nbsp;dizer-te o que aconteceu no passado: o segmento X gerou Y d\u00f3lares por utilizador. Num mundo ideal, isso seria suficiente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mas, normalmente, vais querer saber o futuro, e isso significa construir&nbsp;<a href=\"http:\/\/https\/\/growthfullstack.com\/usecase\/advanced-customer-lifetime-value-ltv-prediction-in-python\">um modelo mais complexo<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cComplexo\u201d pode significar muitas coisas, desde f\u00f3rmulas relativamente r\u00e1pidas e f\u00e1ceis at\u00e9 configura\u00e7\u00f5es de aprendizagem autom\u00e1tica de ponta. O que a maioria das startups descobre quando come\u00e7a a pesquisar modelos de LTV \u00e9 que \u00e9 f\u00e1cil encontrar exemplos, mas dif\u00edcil encontrar an\u00e1lises ou evid\u00eancias sobre qual \u00e9 o melhor modelo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A falta de informa\u00e7\u00e3o substancial n\u00e3o se deve apenas ao facto de as grandes empresas n\u00e3o quererem falar sobre o que utilizam. A outra raz\u00e3o \u00e9 que n\u00e3o existe uma \u201cmelhor\u201d pr\u00e1tica. Existe apenas o que funciona numa situa\u00e7\u00e3o espec\u00edfica. Por isso, neste artigo, a continua\u00e7\u00e3o do nosso&nbsp;<a href=\"https:\/\/blog.tenjin.io\/ltv-101\/?__hstc=105908124.5f4997788a4314cc01c1b01ea8a417ec.1668506117568.1668506117568.1668515893585.2&amp;__hssc=105908124.1.1668515893585&amp;__hsfp=498882655\">Introdu\u00e7\u00e3o ao LTV 101<\/a>, vou falar sobre as raz\u00f5es pelas quais pode precisar de modelos e como come\u00e7ar do zero.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Um breve resumo<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O curso \u00abLTV 101\u00bb apresentou v\u00e1rias raz\u00f5es t\u00edpicas pelas quais os programadores calculam o LTV: gastar de forma sensata os recursos destinados \u00e0 aquisi\u00e7\u00e3o, manter-se a par do desempenho da sua aplica\u00e7\u00e3o e tomar decis\u00f5es empresariais.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cada um destes objetivos pode ser alcan\u00e7ado mesmo com o c\u00e1lculo mais simples: basta pegar na receita conhecida de um grupo-alvo durante um determinado per\u00edodo e dividi-la pelo tempo. Por exemplo, se souber que a sua coorte do Facebook com idades entre os 18 e os 25 anos, composta por 1 000 utilizadores, gerou uma receita de $10 000 num per\u00edodo de 90 dias, ent\u00e3o tem um LTV comprov\u00e1vel de 90 dias de $10 por utilizador.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Este n\u00famero pode indicar-lhe que \u00e9 vi\u00e1vel adquirir utilizadores semelhantes at\u00e9 $10; que a sua aplica\u00e7\u00e3o tem hip\u00f3teses junto dos investidores; e que pode ampliar a aquisi\u00e7\u00e3o de utilizadores. Mas n\u00e3o lhe diz nada sobre o futuro de outros grupos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">E se a receita fosse apenas $1.000? A incapacidade de prever o LTV futuro equivale a perder oportunidades de mudar de rumo quando necess\u00e1rio, ou de avan\u00e7ar com confian\u00e7a quando todos os sinais s\u00e3o positivos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Um m\u00e9todo para prever o LTV<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pode come\u00e7ar a estimar o LTV para coortes adicionais utilizando um modelo hist\u00f3rico simples a que chamamos de \u201cM\u00e9todo da Rela\u00e7\u00e3o\u201d.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para utilizar este m\u00e9todo, vai precisar de dados relativos a 90 dias de, pelo menos, uma coorte anterior. Com base nos dados dessa coorte anterior, poder\u00e1 determinar uma taxa de crescimento que possa ser aplicada a coortes futuras.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Eis um guia passo a passo para utilizar o M\u00e9todo da Rela\u00e7\u00e3o:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><ol><li>Para a sua coorte anterior, determine os valores em d\u00f3lares do LTV a 7 dias e a 90 dias (por exemplo, $1,50 no dia 7 e $6 no dia 90)<\/li><\/ol><ol><li>Divida o valor de 90 dias pelo valor de 7 dias (6 \/ 1,50 = 4)<\/li><\/ol><ol><li>Calcular o valor do LTV de 7 dias de uma nova coorte (por exemplo, $2)<\/li><\/ol>\n<ol class=\"wp-block-list\">\n<li>Multiplicar o LTV da nova coorte ($2) pelo r\u00e1cio de 4 da coorte original<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Neste cen\u00e1rio, o LTV previsto para 90 dias da nova coorte \u00e9 $8.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os seus r\u00e1cios tornar-se-\u00e3o mais precisos \u00e0 medida que o tempo for passando e forem recolhidos mais dados de coortes; por isso, este m\u00e9todo continuar\u00e1 a ser um recurso \u00fatil mesmo na presen\u00e7a de uma f\u00f3rmula mais complexa, tanto para c\u00e1lculos r\u00e1pidos e aproximados como para comparar os seus outros c\u00e1lculos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A seguir: Um modelo mais complexo<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O pr\u00f3ximo passo depois de aprender o M\u00e9todo da Rela\u00e7\u00e3o ser\u00e1 construir a sua f\u00f3rmula completa, que pode basear-se em princ\u00edpios como uma curva de pot\u00eancia ou mesmo na aprendizagem autom\u00e1tica. \u00c0 medida que avan\u00e7a rumo a este objetivo, vale a pena ter em conta dois outros fatores que podem influenciar o LTV:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><ul><li><strong>Publicidade<\/strong>&nbsp;\u2014 Se exibires an\u00fancios na tua aplica\u00e7\u00e3o, ter\u00e1s de incluir essas receitas nos teus c\u00e1lculos de LTV.<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li><strong>Viralidade<\/strong>&nbsp;\u2014 Os convites virais tamb\u00e9m podem ser adicionados ao LTV em aplica\u00e7\u00f5es com viralidade mensur\u00e1vel: quando um utilizador convida outro, o convidante \u00e9, efetivamente, respons\u00e1vel pelos gastos futuros do convidado. Calcule o fator K (por exemplo, 0,1), multiplique-o pelo LTV projetado do convidado (por exemplo, $5) e some o resultado ao LTV do convidante (0,1 * $5 = $0,50 de LTV adicional).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">As pr\u00f3prias ferramentas da Tenjin j\u00e1 t\u00eam em conta a publicidade e a viralidade de forma integrada.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O que se segue \u00e9 um pouco mais dif\u00edcil \u2014 mas \u00e9 poss\u00edvel! Fiquem atentos ao nosso terceiro artigo desta s\u00e9rie, no qual iremos apresentar v\u00e1rios modelos que a Tenjin tem \u00e0 disposi\u00e7\u00e3o para o LTV.<\/p>","protected":false},"excerpt":{"rendered":"<p>Lifetime value is tricky. The&nbsp;simplest \u2014 and also the most reliable \u2014 LTV calculations&nbsp;tell you what happened in the past: segment X made Y dollars per user. In a perfect world, that would be enough. But usually, you\u2019ll want to know the future, and that means building&nbsp;a more complex model. \u201cComplex\u201d can mean a lot&#8230;<\/p>","protected":false},"author":7,"featured_media":8794,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,91],"tags":[],"class_list":["post-8812","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practices","category-metrics"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>LTV 201 | Tenjin<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/pt\/blog\/ltv-201-a-simple-method-for-forecasting\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LTV 201 | Tenjin\" \/>\n<meta property=\"og:description\" content=\"Lifetime value is tricky. The&nbsp;simplest \u2014 and also the most reliable \u2014 LTV calculations&nbsp;tell you what happened in the past: segment X made Y dollars per user. In a perfect world, that would be enough. 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