Lifetime Value

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Lifetime value (LTV) is a metric used to determine the total revenue a customer generates over their relationship with a business. The metric helps help companies to determine how much they should spend on acquiring new customers and how much they can expect to earn from each customer over time.

To calculate LTV, a business must first determine the average value of each purchase made by a customer (average order value) and then multiply that value by the number of purchases made by the customer in a given period (purchase frequency). Once this value has been determined, it is multiplied by the customer’s average lifespan or the time they continue to do business with the Company (customer lifetime).

For example, if the average order value is $50, the purchase frequency is two times a year, and the average lifespan of the customer is five years, the LTV for that customer would be $500 ($50 x 2 x 5).

Understanding Lifetime Value is essential for businesses because it helps them determine how much they can spend on marketing and advertising to acquire new customers. If acquiring a new customer is higher than their LTV, it may not be a profitable investment for the business. On the other hand, if the LTV is high, companies may be willing to spend more to acquire new customers knowing that they will generate a greater return on investment over time.

Lifetime Value can also help businesses identify areas to improve their customer retention strategies. By increasing the frequency of purchases or the length of the customer’s lifespan, companies can increase their LTV and, ultimately, their profitability.

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