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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


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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