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Customer Lifetime Value (CLV)

What is CLV?

CLV is the predicted net profit attributed to the entire future relationship with a customer, considering their average purchase value, purchase frequency, and lifespan as a customer. By understanding and optimizing CLV, marketers can drive customer-centric strategies, optimize acquisition costs, and enhance long-term profitability and customer lifetime value.

How to calculate CLV?

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CLV = (Average purchase value * Purchase frequency) * customer lifespan
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