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For Customer Insights Professionals

How To Calculate Customer Lifetime Value For Your Business

Choose Your Own CLV Adventure From Four Different Approaches

September 26, 2019

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Why Read This Report

Customer lifetime value (CLV) is a crucial metric for companies because it allows them to predict the future profitability of their customers, yet firms struggle to calculate it. This report suggests a progressive approach to calculating CLV and introduces four industry-standard models to help customer insights (CI) pros get started.

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Table of Contents

  • Calculate Customer Lifetime Value, One Step At A Time
  • Select A Model To Fit The Contours Of Your Customer Relationships
  • Recommendations

  • Customer Lifetime Value Is A Journey, Not A Destination
  • Supplemental Material
  • Related Research Documents

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