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Week 4 - Why Customer Lifetime Value is Important For Any Business

Customer Lifetime Value is essentially how much a customer is worth over the total amount of time that the customer shops at that certain company. Customer Lifetime Value, or CLV for short, is used in Marketing to determine not only customer worth, but also to determine the amount of company resources necessary to generate new and maintain the current customer population.

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Companies who have a relationship with their customers fit together like a puzzle piece.

I believe it to be necessary that all companies use CLV because it helps to increase profitability by increasing revenues, despite also increasing the expenses that come along with increased advertising, and other expenses related with providing a product or service. Companies who use CLV in deciding the amount of resources to invest are generally more profitable and tend to maintain customers over a longer period of time by using targeted advertising and offering discounts to customers who have been shopping with them for a long time.

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