## Relative market shares

What is relative market share? Relative market share is a marketing metric used to compare the firm’s market share to the largest competitor in the market. When calculating relative market share, the market leader’s market share is used as the benchmark. The formula for relative market share is: % Market share of the firm’s brand/% …

## Using Relative Market Share in the BCG Matrix

Quick Overview of the BCG Matrix For those people familiar with the BCG matrix, you should recall that the horizontal axis measures relative market share. This is the more important of the two dimensions. A high or low relative market share makes the difference between a cash cow and a dog or a star and …

## Quick Online CLV Calculator

Free online CLV calculator The 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 calculator You only need to enter three numbers …

## Full CLV Calculator (with Financials)

How to Use the Full CLV Calculator You 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 costs Average customer profit …

## 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 calculation Using Excel to calculate CLV (without the above template) A guide to understanding discount rates An 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 …

## Financial Metrics for CLV

Understanding the financial metrics for customer lifetime value The 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: …

## 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 …

## The average lifetime of a customer

Customer lifetime value has three main components: The acquisition cost of customer The annual profit of customer And the lifetime of the customer to the firm The average lifetime of a customer The final component in the customer lifetime value calculation is to work out the average length of customer’s relationship with the firm …

## The annual profit of a customer in CLV

Customer lifetime value has three main components: The acquisition cost of customer The annual profit of customer And the lifetime of the customer to the firm The annual profit of a customer The main component of the customer lifetime value formula is an understanding of what profitability is generated from each individual customer on …

Scroll to Top