10 papers analyzed
These studies suggest that customer lifetime value (CLV) is a metric that estimates the present value of future cash flows from a customer, influenced by factors like customer satisfaction, marketing efforts, and purchasing behaviors, and is linked to profitability and shareholder value.
Customer Lifetime Value (CLV) is a critical metric in marketing that estimates the total value a customer brings to a company over the entire duration of their relationship. It is used to inform decisions on customer acquisition, retention, and overall marketing strategies. This synthesis explores various models, empirical findings, and applications of CLV from multiple research papers.
Positive Influences on CLV:
Modeling and Measurement:
Strategic Applications:
Link to Shareholder Value:
Challenges and Future Research:
Customer Lifetime Value is a multifaceted metric that significantly influences marketing strategies and business profitability. Positive customer experiences, effective marketing efforts, and strategic use of data-driven models are key to maximizing CLV. Additionally, linking CLV to shareholder value underscores its importance in long-term business planning. Future research should address the nuanced effects of various factors on CLV to refine its predictive accuracy and strategic applications.
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