Customer Lifetime Value

Determining CLV the right way is the key to identifying Best Customers

CLV is a forward-looking, predictive measurement that is calculated by modelling and projecting the following:

  • How long the customer relationship lasted (for churned customers) or is likely to last (for active and future customers)

  • Number of transactions

  • Value of the transactions

- Peter Fader, “The Customer Centricity Handbook

Know more about Customer Lifetime Value here: