Lifetime Value Analysis is the process of assessing the total value a customer brings to your business over their lifetime. This includes all revenue, as well as associated costs such as marketing, product development and support. By looking at customers from this bird’s eye view, businesses can leverage customer insights to improve their offerings and create more efficient strategies for customer acquisition and retention. By understanding the entire journey of a customer – from prospecting to evangelization – companies can not only maximize their ROI, but also create a long-term relationship with customers that builds trust and loyalty.