Long-term value (LTV) for customers is a measure of the revenue generated by a customer over a longer period of time—typically, 12 months or more. It’s an important metric because it takes into account the full value of each customer and the impact of long-term loyalty on your business’s bottom line. An effective understanding of LTV helps you create marketing strategies and loyalty campaigns that are tailored to your customers, who should always be at the heart of every decision you make. Long-term value isn’t just about making money though – it’s about creating strong relationships with customers that will ensure their return in the future.