The concept of Customer Lifetime Value (CLV) might seem self-explanatory, but there are lots of misconceptions of what CLV is and how we can best use it. In short, CLV is a model that estimates the value that a customer brings to your company during its expected time of customer loyalty. If implemented using adequate analytical techniques and predictive models, a high number of use cases open up, including value-based segmentation, evaluation of marketing initiatives and optimisation of acquisition.

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