Understanding  Lifetime Value

As a business owner, it's crucial to understand the concept of Lifetime Value. But what exactly does it mean? In simple terms, lifetime value refers to the total amount of money a customer will spend on your products or services throughout their entire lifespan as your client.

There are many factors that contribute to the overall value of each customer, including their spending habits and loyalty level. So let's dive deeper into this topic and answer some popular questions about lifetime value!

What is Customer Lifetime Value (CLV)?

Customer Lifetime Value (CLV) is one way businesses can measure how much each client is worth over time. This metric calculates profits from repeat customers and gives insight into where companies should focus their attention when attracting new clients.

What is Customer Equity Value (CEV)?

Customer Equity Value (CEV) takes CLV one step further by factoring in future growth potential through marketing and promotional efforts. By taking CEV into account, businesses can ensure they're allocating resources effectively for maximum ROI.

What is Customer Profitability Analysis (CPA)?

Customer profitability analysis (CPA) involves analyzing the costs associated with acquiring new customers versus retaining existing ones. This helps identify which types of clients generate higher profits for your business over time.

How do you calculate Revenue Per Customer?

Revenue per customer (RPC) measures how much revenue an individual contributes to your company during their lifecycle as a customer. To calculate RPC: divide total revenue generated from all customers by number of active customers in that period.

How do you calculate Profit Per Customer?

Profit per customer (PPC) goes beyond RPC by calculating profit margins rather than just gross revenue totals; PPC includes net figures such as COGS, overhead expenses etc., ensuring accurate measurements are taken when evaluating LTV.


As we've seen above,Lifetime value provides useful insights into client behaviors so businesses can better serve them. It provides a roadmap for future decisions and making sure that companies allocate resources effectively.


  1. "Marketing Metrics" by Farris et al.
  2. "The Ultimate Sales Machine" by Chet Holmes
  3. "The Lean Startup" by Eric Ries
    4."The One Minute Manager Meets the Monkey"by Kenneth Blanchard
    5."Customer Experience 3.0: High-Profit Strategies in the Age of Techno Service"(John A., Jr.Goodman).
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