Brand B has a far higher customer lifetime value than Brand A. This calculation should work for you with every customer in your business. In some industries, however, it's easier to understand and ...

In short, your CLV is the total dollars that a customer will spend with your company over the course of their lifetime. There ...

When considering CLV, you can work in either historic (after the fact) or predictive figures. To calculate the historic CLV, you add up every transaction from the first (T1) to the most recent (Tn), ...