Welcome to the Comprehensive Guide to
Customer Lifetime Value
This website is designed to help you understand the more detailed aspects of calculating customer lifetime value (commonly abbreviated to CLV or CLTV) and using it to improve marketing performance.
This website is designed to be quite comprehensive for marketers and university students looking for a better understanding of customer lifetime value (CLV). Key topic areas and resources available on this website for CLV include:
- Free Excel templates to calculate customer lifetime value
- A quick CLV calculator and a full CLV calculator
- Explanations of how to calculate customer lifetime value
- A step-by-step guide to understanding the CLV calculation
- Discussion of the data inputs into the CLV formula including costs, revenues and loyalty considerations
- How to interpret the outputs from a customer lifetime value calculation
- Tips on improving customer lifetime value
- Instructional videos on how to use the Excel templates and how to calculate and use CLV effectively