Trends Report

Optimize Customer Interactions With Customer Lifetime Value Analysis

How To Implement, Calculate, And Embrace This Elusive Metric

January 1st, 2018
Brandon Purcell, VP, Principal Analyst
Brandon Purcell VP, Principal Analyst
With contributors:
Srividya Sridharan , Christian Austin

Summary

Customer lifetime value (CLV) is not a new metric, but until recently it has been a largely conceptual construct. The few firms that calculated CLV did so at an aggregate level and used the result to track the profitability of marketing efforts. But in the age of the customer, the shift from a product-centric mindset to a customer-centric one is transforming CLV approaches. Companies now calculate CLV at the individual customer level and use it to optimize interactions across the customer lifecycle. This report helps customer insights (CI) pros implement, calculate, and embrace the customer lifetime value metric.

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