Customer lifecycle value (CLV) is an analytical framework used to measure the financial worth of a customer over the course of their relationship with your business. It’s a powerful tool that provides insights into how to maximize revenue, maximize profit potential, and identify opportunities for growth. To measure CLV, you need to consider several factors including the cost of acquiring customers, how much they spend, and how often they purchase or use your products or services. The end goal is to understand the total value a customer brings during their lifetime so that you can plan strategically and optimize your efforts to retain customers while maximizing their value. With proper analysis, CLV can provide valuable information such as which customers are most profitable and what attrition strategies will yield greater return.