What is customer lifetime value (CLV) and why do you need to measure it?

by Christopher Ratcliff
In this article I'll ride into the dusty, obfuscated world of marketing phrases, acronyms and buzzwords and try to make sense of it all in the clearest language possible. Which means I should probably stop using words like ‘obfuscated’. Following on from yesterday’s guide to single customer view, let’s take a look at customer lifetime value (CLV).Read the full article