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Definition: Customer Lifetime Value or CLTV is the present value of the future cash flows or the value of business attributed to the customer during his or her entire relationship with the company.
Customer lifetime value (CLV) is a measure of the average customer's revenue generated over their entire relationship with a company. Comparing CLV to customer acquisition cost is a quick method of estimating a customer's profitability and the business's potential for long-term growth.
Customer Lifetime Value is calculated by multiplying your customers' average purchase value, average purchase frequency, and average customer lifespan.
Customer lifetime value (CLV) is a measure of the average customer's revenue generated over their entire relationship with a company. Comparing CLV to customer acquisition cost is a quick method of estimating a customer's profitability and the business's potential for long-term growth.
CLV is the amount of money a customer is predicted to spend with your business for the duration of your relationship with that individual. It's an important metric, and the way you approach it can both define your business and could vary significantly depending on what you're trying to get from your business.
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The CLV model has only three parameters: (1) constant margin (contribution after deducting variable costs including retention spending) per period, (2) constant retention probability per period, and (3) discount rate.
Customer lifetime value (CLV) is the total amount of money a customer is expected to spend in your business, or on your products, during their lifetime. This is an important figure to know because it helps you make decisions about how much money to invest in acquiring new customers and retaining existing ones.
It is a good range if you are able to achieve a CLV that falls between 3-5 times your cost of customer acquisition. So, for example, if you are spending an average of $150 in acquiring a new customer, you should aim for a CLV of at least $450!
The CLV model has only three parameters: (1) constant margin (contribution after deducting variable costs including retention spending) per period, (2) constant retention probability per period, and (3) discount rate.
CLV is a measurement of how valuable a customer is to your company, not just on a purchase-by-purchase basis but across the whole relationship. Customer lifetime value is the total worth to a business of a customer over the whole period of their relationship.

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