Customer Lifetime Value (CLV) measures the total revenue a business can expect from a customer over their entire relationship. It emphasizes long-term value, not just single purchases, helping brands focus on customer retention and loyalty.

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Brands can use CLV to prioritize high-value customers, investing in personalized marketing, loyalty programs, and superior service. It also guides smarter acquisition strategies, focusing on customers likely to deliver long-term value.

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By understanding high-CLV customer behaviors, brands can tailor products, pricing, and offers to increase retention. Focusing on CLV helps drive sustainable growth through lasting, profitable relationships.