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What are your customers worth?


Customer lifetime value is an extremely important number to any business as it can help put things into perspective when it comes to everything from deciding how far to go to resolve a negative customer experience, to determining how much to invest in acquiring a new customer in the first place. In the simplest terms, Customer Lifetime Value (CLV) is the prediction of the net profit attributed to the entire future relationship with the customer. This prediction can be done by calculating the following:

It's important to note that LTV is a prediction and not an exact figure, and it can be adjusted for changes in customer behavior or changes in the company's pricing or cost structure over time.

What is the difference between lifetime value of a customer and their one-time value?

The lifetime value of a customer (LTV) is an estimate of the total revenue that a business can expect to earn from a single customer over the entire course of their relationship with the business. It takes into account not only the initial purchase, but also any repeat purchases, referrals, and other revenue generated by that customer over time.

On the other hand, the one-time value of a customer is the revenue that a business can expect to earn from a single transaction with a customer. It does not take into account any potential future revenue that the customer may generate.

Should you consider referrals when calculating lifetime value of a customer?

Yes, referrals can be an important factor to consider when calculating lifetime value of a customer. Referrals can indicate a high level of customer satisfaction and loyalty, which can lead to additional future purchases and a longer customer lifespan. In addition, acquiring new customers through referrals is typically less expensive than other marketing methods, so the lifetime value of a referred customer may be higher than that of a customer acquired through other means. It's important to track and include referral data in your calculation of customer lifetime value to get a more accurate picture of the value that each customer brings to your business.

How important is customer lifetime value when considering marketing investment?

Customer lifetime value is an important factor to consider when making marketing investment decisions. It helps businesses understand the potential revenue a customer will generate over their lifetime and allows them to make informed decisions about where to allocate resources and think and plan for the long-term rather than basing decisions purely on a single interaction with a customer. By understanding the lifetime value of a customer, businesses can prioritize marketing efforts towards acquiring and retaining high-value customers, which ultimately leads to increased revenue and profitability.


Having a strategic digital marketer by your side who can help you understand your customer lifetime value and target your most profitable customers is essential in maximizing your return on investment. By having a clear understanding of your customer behavior, purchasing patterns, and loyalty, you can develop a personalized approach that will not only drive sales but also foster long-lasting relationships with your customers. Don't miss out on the opportunities that a strategic marketing campaign can bring to your business. Connect with us today and see the difference it can make.


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