Customer Lifetime Value (CLV) models are a powerful tool for organizations seeking to optimize their customer relationships and maximize return on investment. Put simply, CLV models measure the total value of an individual customer over their lifetime – from the moment they first make contact with your brand until the day they stop engaging. By isolating each facet of the customer journey, you can use CLV models to predict customer behavior and develop effective strategies for building relationships that last. This could include personalized incentives for loyal customers, or special offers tailored to those likely to churn. In short – CLV models aren’t just a way to measure success, but also a powerful tool for driving it.