Metric Guide

Customer Lifetime Value


Understanding customer lifetime value is an important part of successful business strategy. By understanding their customers’ CLV, businesses can create tailored loyalty programs and promotions, identify their most profitable customers, prioritize products and services with high average CLVs for marketing plans and product development, and ultimately maximize profits for their company.


Customer lifetime value (CLV) is a measure of the total amount of money that a customer will spend at your business over the course of their entire life as your customer. This includes any sales, upsells, cross-sells, add-ons, and more. The idea behind CLV is that it helps you identify your most profitable customers so you can focus on keeping them happy and engaged over time.


When businesses understand their customers' CLV, they are able to make informed decisions about how to best allocate resources such as budget, marketing efforts, and product development in order to maximize customer lifetime value. Additionally, by understanding customer lifetime value businesses can create tailored loyalty programs or promotions that specifically target their most profitable customers in order to encourage repeat purchases and increase customer loyalty. Another benefit of understanding CLV is that it allows businesses to identify which products or services are more likely to generate more revenue over time. For example, if you find that certain products or services have higher average CLVs than others then you can prioritize those products and services when creating marketing plans or when allocating resources towards product development.

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