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For Customer Insights Professionals

Optimize Customer Interactions With Customer Lifetime Value Analysis

How To Implement, Calculate, And Embrace This Elusive Metric

June 13, 2016

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Why Read This Report

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 life cycle. This report helps customer insights pros implement, calculate, and embrace this metric.

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Table of Contents

  • CI Pros Struggle To Make The Most Of CLV
  • Use CLV To Drive Optimization At The Customer Level
  • Drive Innovation With Customer Lifetime Value
  • What It Means

  • CLV Will Inform Investment In Customers . . . And Companies
  • Supplemental Material
  • Related Research Documents

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