Customer Lifetime Value (CLV) is a business metric that measures the amount of revenue generated by a customer over the course of their relationship with a company. It takes into account a variety of factors, such as the cost of acquisition, frequency and value of purchases, loyalty program participation, and more. By understanding CLV, businesses can make data-driven decisions to optimize customer engagement and maximize profits. CLV helps companies understand which customers are most valuable over time, and invest in strategies that will keep them coming back again and again. Through this information, businesses can build long-lasting relationships with their customers and ultimately increase the lifetime value of the whole customer base.