Customer lifetime value (CLTV) is a simple and powerful concept. However, this very fact can easily cause confusion because CLTV is applied in so many areas and in so many different ways. It seems to put on a slightly different face every time I see it. This column summarizes my views of the key concepts and uses of CLTV. I hope that this will reduce, not add to, the confusion.

Definition and Benefits of Customer Lifetime Value

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