Skip to 0 minutes and 4 secondsHi, welcome. We're going to talk about customer lifetime value. This is an important aspect of marketing analytics because, customers are the key asset of any business. Let's think about it. Without customers, there is no business. We will delve into customer loyalty. And explore, the phases of a customer's relationship life cycle with the firm, and learn how to compute and apply, the value of this relationship life cycle which we call customer lifetime value. By the end, you will be able to, define customer lifetime value or CLV as is commonly called, calculate CLV and then, evaluate if your marketing alternatives or levers like sales call or price promotions, are effective in improving customer retention and lifetime value.

Welcome to Week 3!

See what you’re going to learn about this week related to Customer Lifetime Value.

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Marketing Analytics

Darden School of Business, University of Virginia