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THE Marketing Study Guide

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Tag: profit

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 … Read more...

Author Geoff FrippPosted on Categories Customer Lifetime Value, MetricsTags clv, customers, profit

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 … Read more...

Author Geoff FrippPosted on Categories Customer Lifetime Value, Customer Relationship Management, MetricsTags analysis, clv, profit

Simple CLV Formula

There are two main approaches to calculating customer lifetime value.This article discusses the simple approach to calculating customer lifetime value – which is appropriate to use when customer profit contribution to each year are relatively flat. It is also a … Read more...

Author Geoff FrippPosted on Categories Customer Lifetime Value, Customer Relationship ManagementTags clv, profit

The Benefits of Customer Lifetime Value

Why calculate customer lifetime value?

Why has customer lifetime value – along with many other marketing metrics – becoming more important for marketers to use and understand? One of the key drivers is the shift from “art” to “science” in … Read more...

Author Geoff FrippPosted on Categories Customer Lifetime Value, Customer Relationship ManagementTags clv, profit

Definition of customer lifetime value

What is Customer lifetime value?

Customer lifetime value is a measure of customer profitability over time. To help explain this concept, let’s start with a formal definition of customer lifetime value (CLV) from a well-regarded marketing metrics textbook. In the … Read more...

Author Geoff FrippPosted on Categories Customer Relationship ManagementTags clv, profit

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Welcome to the Marketing Study Guide

This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. This study guide is a comprehensive discussion (along with many examples) of the key aspects of marketing as covered across various textbooks and study programs

  • About
    • Privacy Policy
  • Base Concepts
  • Strategy
  • Environment
  • SWOT
  • Consumer Behavior
  • Segmentation
  • Product Mix
  • New Products
  • PLC
  • Promotion
  • Pricing
  • Services
  • CRM
  • Research
  • Metrics
  • Ethical
  • Videos
  • Career Quiz
  • All Articles
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