Customer Lifetime Value (CLV) Modelling is a business technique used to assess the value of each customer over their lifetime relationship with a brand or company. The model uses past performance and data about customer behaviour to predict future patterns and identify the revenue current customers will generate down the line. By understanding this key metric, businesses can better understand their audience, prioritize investments in marketing efforts and use targeted strategies to build customer loyalty. With CLV modelling, companies can create meaningful relationships with customers that not only drive sales but also increase profit margins and foster sustainable growth.