The Art and Science of Customer Lifetime Value (CLV) Analytics

As organizations become more and more customer focussed, developing marketing strategies that help address the needs of demanding customers is becoming more and more complex. While there are several aspects that go into formulating a winning marketing strategy, common sense dictates that one parameter of success is the money you will make from a specific marketing campaign. And no other metric helps you capture that better than the Customer Lifetime Value (CLV). In this article, we will explore the basics of this metric but specifically deep dive into how you can combine data science and strategy to fine tune this metric better.

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