## Key Metrics for Customer Lifetime Value

Customer lifetime value refers to the total worth a customer brings to a company throughout their entire relationship with the brand. By analyzing key metrics associated with CLV, businesses can gain valuable insights into customer behavior, purchasing patterns, and future revenue potential.

## How to build profits through customers

Customers = a businessA fundamental truth is that a business only exists when it has customers, and for most businesses, the majority of their profits come from ongoing transactions with customers.Therefore, the goal of the marketer is to understand the key opportunities to maximize profitability for the firm (or the brand) over time, and often

## Understanding Share of Hearts Metrics

“Share of Hearts” is a qualitative measure of marketing success. It differs from the more tangible metrics (such as market share, that is based on sales) and focuses on the less tangible aspects the consumers’ emotional engagement with a brand.

## Quick Online CLV Calculator

Free online CLV calculatorThe following free online CLV calculator is ideal for quick calculations of customer lifetime value. If you need a more detailed calculation of customer lifetime value, please download the free Excel template for calculating customer lifetime value.How use the free online CLV calculatorYou only need to enter three numbers – into the

## Full CLV Calculator (with Financials)

How to Use the Full CLV CalculatorYou only need to enter four numbers – please only type over the numbers in the white cells – the numbers in the orange cells are automatically calculated for you.To calculate the customer lifetime value, you will need to enter:Average customer acquisition costsAverage customer profit contribution per yearAverage annual

## Videos on CLV

There are five CLV videos available here:Using the free Excel CLV template (available for download on this site)A step-by-step guide to the CLV formula and calculationUsing Excel to calculate CLV (without the above template)A guide to understanding discount ratesAn overview of financial metrics for marketing

## The Role of the Discount Rate in CLV

What does a discount rate do?Discount rate converts future cash flows (that is revenue/profits) into today’s money for the firm. For example, if you put \$100 into a bank account today that have 10% interest, then in 12 months’ time you would have \$110 in the bank. In this case, \$110 next year is equivalent

## Financial Metrics for CLV

Understanding the financial metrics for customer lifetime valueThe full customer lifetime value calculator and the free Excel CLV template both provide a summary outcome for several related financial metrics. Please refer to the image below of the full CLV calculator. As you can see, at the bottom, there are multiple financial metrics listed, including:CLV (with

## Relationship between CRM and CLV

CLV and Customer Relationship Management (CRM)The customer lifetime value equation essentially views a customer as an income stream. So instead of considering the customer’s purchases as single transactions, the marketing focus becomes creating ongoing series of profitable transactions. These ongoing transactions are created through customer relationship management practices and strategies – with the success of

## Main CLV Formula

Let’s look at the main CLV formula is two ways – the first way in words and then as a CLV equation (see separate article on another one of my websites). As you will see, the main customer lifetime value formula is an extension of the simple CLV formula. The main changes are that the

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