{"id":26981,"date":"2021-04-19T16:55:18","date_gmt":"2021-04-19T13:55:18","guid":{"rendered":"https:\/\/www.sniffie.io\/?p=26981"},"modified":"2024-05-30T15:15:50","modified_gmt":"2024-05-30T12:15:50","slug":"customer-lifetime-value","status":"publish","type":"post","link":"https:\/\/www.sniffie.io\/blog\/customer-lifetime-value\/","title":{"rendered":"Understanding Customer Lifetime Value (CLV) in e-commerce &#038; retail"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"26981\" class=\"elementor elementor-26981\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-988e10a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"988e10a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cf23662\" data-id=\"cf23662\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8258c67 elementor-widget elementor-widget-text-editor\" data-id=\"8258c67\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 26-05-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>The customer lifetime value (CLV) is a valuable metric that shows the total amount of money a business expects a customer to spend on products and services throughout the customer relationship.<\/p><p>Businesses need to know who their most valuable customers are and customer lifetime value is an important measure in determining that.<\/p><p>Smart marketers are always on the lookout for better ways to forge mutually beneficial relationships with customers, as it\u2019s profitable for them and provides value to the customer.<\/p><p>They realize that it is cost-effective to keep existing customers on board instead of keeping on the lookout for more buyers and onboarding them.<\/p><p>Some metrics matter immensely to businesses and need to be checked regularly to see how the customer buying journey looks like and what makes customers loyal enough to consider purchasing again \u2013 CLV is one such metric.\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4ce7b9ac elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4ce7b9ac\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-38d30276\" data-id=\"38d30276\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3f1d9cc0 elementor-widget elementor-widget-heading\" data-id=\"3f1d9cc0\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 26-05-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><p class=\"elementor-heading-title elementor-size-default\">Download our Free CLV Calculator<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3a7c6292 elementor-widget elementor-widget-text-editor\" data-id=\"3a7c6292\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"flex flex-grow flex-col max-w-full\"><div class=\"min-h-[20px] text-message flex flex-col items-start whitespace-pre-wrap break-words [.text-message+&amp;]:mt-5 juice:w-full juice:items-end overflow-x-auto gap-2\" dir=\"auto\" data-message-author-role=\"assistant\" data-message-id=\"d86723de-9d92-4b0b-8b03-6ce5bbe3f65c\"><div class=\"flex w-full flex-col gap-1 juice:empty:hidden juice:first:pt-[3px]\"><div class=\"markdown prose w-full break-words dark:prose-invert light\"><p>Determine the lifetime value of one or multiple customers and integrate CLV seamlessly into your strategic planning initiatives.<\/p><\/div><\/div><\/div><\/div>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-26c9a55f elementor-align-left elementor-widget elementor-widget-button\" data-id=\"26c9a55f\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.sniffie.io\/resource-library\/customer-lifetime-value-calculator\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Get the customer lifetime value calculator<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-33c7b89b\" data-id=\"33c7b89b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7f42f574 elementor-widget elementor-widget-image\" data-id=\"7f42f574\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 26-05-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<picture><source srcset=\"https:\/\/www.sniffie.io\/wp-content\/uploads\/2022\/04\/Customer-Lifetime-Value-Calculator-1-300x300.avif 300w,https:\/\/www.sniffie.io\/wp-content\/uploads\/2022\/04\/Customer-Lifetime-Value-Calculator-1-150x150.avif 150w,https:\/\/www.sniffie.io\/wp-content\/uploads\/2022\/04\/Customer-Lifetime-Value-Calculator-1.avif 540w\" sizes=\"(max-width: 300px) 100vw, 300px\" type=\"image\/avif\"><source srcset=\"https:\/\/www.sniffie.io\/wp-content\/uploads\/2022\/04\/Customer-Lifetime-Value-Calculator-1-300x300.webp 300w,https:\/\/www.sniffie.io\/wp-content\/uploads\/2022\/04\/Customer-Lifetime-Value-Calculator-1-150x150.webp 150w,https:\/\/www.sniffie.io\/wp-content\/uploads\/2022\/04\/Customer-Lifetime-Value-Calculator-1.webp 540w\" sizes=\"(max-width: 300px) 100vw, 300px\" type=\"image\/webp\"><img src=\"https:\/\/www.sniffie.io\/wp-content\/uploads\/2022\/04\/Customer-Lifetime-Value-Calculator-1-300x300.jpg\" height=\"300\" width=\"300\" srcset=\"https:\/\/www.sniffie.io\/wp-content\/uploads\/2022\/04\/Customer-Lifetime-Value-Calculator-1-300x300.jpg 300w, https:\/\/www.sniffie.io\/wp-content\/uploads\/2022\/04\/Customer-Lifetime-Value-Calculator-1-150x150.jpg 150w, https:\/\/www.sniffie.io\/wp-content\/uploads\/2022\/04\/Customer-Lifetime-Value-Calculator-1.jpg 540w\" sizes=\"(max-width: 300px) 100vw, 300px\" class=\"attachment-medium size-medium wp-image-44913 sp-no-webp\" alt=\"Customer Lifetime Value Tool\" fetchpriority=\"high\" decoding=\"async\"  > <\/picture>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-fe536ce elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fe536ce\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-26ef5193\" data-id=\"26ef5193\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-240048c6 elementor-widget elementor-widget-text-editor\" data-id=\"240048c6\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2>What Is Customer Lifetime Value And What Is Its Purpose?<\/h2><p><strong><a href=\"https:\/\/www.shopify.com\/blog\/what-is-customer-lifetime-value\" target=\"_blank\" rel=\"noopener\">The customer lifetime value (CLV)<\/a> is a valuable metric that shows the total amount of money a business expects a customer to spend on products and services throughout the customer relationship.<\/strong><\/p><p>This figure shows businesses where they need to redirect the marketing spend to draw in new customers or retain existing ones.<\/p><p>It puts a numeric value on how valuable a specific customer or segment\u2019s relationship is to the business and how much should be invested in that relationship.<\/p><p>Companies get insights about customers and can create well-informed marketing strategies to achieve their marketing goals and develop loyal customers who advocate for their brand.<\/p><p>In short, it helps focus on the long term profitability of business rather than short term gain so that both business and customers reap benefits.<\/p><p><strong>\u00a0CLV can be calculated in several ways:<\/strong><\/p><p style=\"padding-left: 40px;\">\u00b7 Overall CLV:\u00a0An average of all CLVs, indicating how much to spend on average to acquire and nurture customers.<\/p><p style=\"padding-left: 40px;\">\u00b7 CLV per Customer:\u00a0CLV for each customer individually \u2013 data helps form patterns to segment customers into different profiles and allows testing of nurture and acquisition campaigns.<\/p><p style=\"padding-left: 40px;\">\u00b7 CLV For Specific Customer Profiles\/Segments Or Marketing Campaign:\u00a0Once a profile or segment of customers is created, businesses can find out which customers fit a particular profile and how marketing efforts impact their CLV \u2013 e.g., acquiring referred customers is less expensive and they may stay with the business longer (less spending).<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4624b5c6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4624b5c6\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6ce366c7\" data-id=\"6ce366c7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7bcc49e3 elementor-widget elementor-widget-text-editor\" data-id=\"7bcc49e3\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2>The Customer Lifetime Value Formula<\/h2><p>In simplistic terms, the easiest way to calculate the CLV is to add up all the revenues earned from a customer throughout the relationship and subtract the initial cost to acquire that customer.<\/p><p><strong><em>CLV= [ Annual revenue per customer x Customer Relationship (years)] \u2013 Customer Acquisition cost<\/em><\/strong><\/p><p>For instance, you\u2019re an online fashion brand and generate $700 per year per customer. The average time that a customer stays on board with your brand before switching is three years, and you spend an average of $100 per customer to acquire them.<\/p><p>Here\u2019s a calculation of your CLV per customer,<\/p><p>CLV per customer = (700 x 3) \u2013 100 = 2000 \u20ac<\/p><p>This is a very simplistic example where you can justify your marketing efforts and budgets that help you acquire customers and retain them. This calculation also assumes that the customer contributions to profits are consistent and are not subject to fluctuations.<\/p><p>If a business\u2019s annual sales are subjected to fluctuations, it can be a bit more complicated as the following metrics need to be taken into account:<\/p><p style=\"padding-left: 40px;\">\u00b7 Average gross margin per customer lifespan (Gm)<\/p><p style=\"padding-left: 40px;\">\u00b7 Customer retention rate (Rr)<\/p><p style=\"padding-left: 40px;\">\u00b7 Rate of discount (Rd)<\/p><p>The formula becomes:<\/p><p><em><strong>CLV = Gm x (Rr)\/(1 + (Rd \u2013 Rr))<\/strong><\/em><\/p><p>Granted, this is a bit complex but it\u2019s necessary to account for changes in the CLV over the years. This is the traditional method to calculate CLV which helps adjust for inflation with a rate of discount.<\/p><p>If this seems complex don\u2019t worry, you need:<\/p><p style=\"padding-left: 40px;\">\u00b7 Total yearly revenue<\/p><p style=\"padding-left: 40px;\">\u00b7 Total unique purchases per year<\/p><p style=\"padding-left: 40px;\">\u00b7 Total unique customers making those purchases<\/p><p style=\"padding-left: 40px;\">\u00b7 The average number of years a customer continues their purchases from your business<\/p><p>Plug these numbers into the following series of formulae to get CLV.<\/p><p style=\"padding-left: 40px;\">\u00b7 Average Purchase Value (APV) = Total revenue per year\/Number of purchases per year<\/p><p style=\"padding-left: 40px;\">\u00b7 Average Purchase Frequency Rate (APFR) = number of purchases per year\/number of unique customers making those purchases<\/p><p style=\"padding-left: 40px;\">\u00b7 Customer Value (CV) = APV x APFR<\/p><p style=\"padding-left: 40px;\">\u00b7 Average Customer Lifespan (ACL) which is the average number of years someone purchases from your business<\/p><p style=\"padding-left: 40px;\">\u00b7 Customer Lifetime Value (CLV) = CV x ACL<\/p><p>It can be time consuming to gather and input relevant data for CLV calculations.<\/p><p><a href=\"https:\/\/www.sniffie.io\/resource-library\/customer-lifetime-value-calculator\/\">With our CLV calculator,<\/a> you can simplify the process and calculate customer lifetime value to aid your strategic decisions.<\/p><p>Making decisions becomes easier when you can gather relevant data and glean insights to support your decisions in front of top management.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-16d1eb8e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"16d1eb8e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d445e6d\" data-id=\"d445e6d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c5ea0a5 elementor-widget elementor-widget-text-editor\" data-id=\"c5ea0a5\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2>Advantages And Uses Of Customer Lifetime Value<\/h2><p>There are several advantages of using CLV as it enables businesses to use a number of marketing approaches instead of just relying on one as they consider viral, social as well as conventional marketing practices to attract customers and retain them.<\/p><p>Planning for business growth becomes easier \u2013 businesses know exactly how much their best customers are willing to spend regularly. CLV helps in planning sales strategies to help businesses grow in line with their long term goals with increased sales based on real data.<\/p><p>Natural Customer segmentation based on demographics and buying behaviors is possible with this powerful metric. Businesses can use it to pinpoint the needs of each customer segment and enhance their value proposition to cater to the most valuable customer segments, so that the business grows.<\/p><p>Lastly, CLV puts the focus back on the customer, so businesses don\u2019t get caught up in accomplishments and accolades they\u2019ve garnered in the past \u2013 they can better appreciate their customers with loyalty programs.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5cb59217 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5cb59217\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-17037ccb\" data-id=\"17037ccb\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-394d4a6a elementor-widget elementor-widget-text-editor\" data-id=\"394d4a6a\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2>Potential Issues With Customer Lifetime Value<\/h2><p>With all the advantages offered by CLV, it\u2019s easy to lose focus on the long term goals and objectives of the business.<\/p><p>It\u2019s difficult to predict patterns and changes in the economy \u2013 even if businesses are using a tool like CLV, they still need to keep updating their long term plans to account for any drastic changes in customer sentiments that may cost them in the long term.<\/p><p>Focusing on one group of customers and not paying attention to the other customer segments that don\u2019t \u2018seem\u2019 profitable is a possibility when using CLV.<\/p><p>Businesses should pay attention to customers that contribute significantly to the bottom line, whether they\u2019re the most valuable segment or not. Companies could lose money by not focusing on these customer segments.<\/p><p>Keeping track of all the metrics, including unique purchases, acquisition costs and revenues from each customer, can be a challenge, which makes it essential to track these metrics through software like Sniffie.<\/p><p>Sniffie even offers a CLV calculator to collect and interpret relevant metrics such as average purchase value, average purchase frequency rate and more so you can have your CLV as a ready reference for your strategic decisions about customer retention, loyalty and acquisition.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-426665ca elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"426665ca\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-15299175\" data-id=\"15299175\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1888618d elementor-widget elementor-widget-heading\" data-id=\"1888618d\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Subscribe to our newsletter:<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-11e70db0 elementor-widget elementor-widget-html\" data-id=\"11e70db0\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script>\n<script>\n  hbspt.forms.create({\n    region: \"na1\",\n    portalId: \"3473909\",\n    formId: \"f2fc949f-c29a-45ef-a1c8-72e5d5286168\"\n  });\n<\/script>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>The customer lifetime value (CLV) is a valuable metric that shows the total amount of money a business expects a customer to spend on products and services throughout the customer relationship. Businesses need to know who their most valuable customers are and customer lifetime value is an important measure in determining that. Smart marketers are [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":48538,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","rank_math_lock_modified_date":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[104],"tags":[],"modified_by":"Elina Kotam\u00e4ki","_links":{"self":[{"href":"https:\/\/www.sniffie.io\/wp-json\/wp\/v2\/posts\/26981"}],"collection":[{"href":"https:\/\/www.sniffie.io\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sniffie.io\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sniffie.io\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sniffie.io\/wp-json\/wp\/v2\/comments?post=26981"}],"version-history":[{"count":0,"href":"https:\/\/www.sniffie.io\/wp-json\/wp\/v2\/posts\/26981\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sniffie.io\/wp-json\/wp\/v2\/media\/48538"}],"wp:attachment":[{"href":"https:\/\/www.sniffie.io\/wp-json\/wp\/v2\/media?parent=26981"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sniffie.io\/wp-json\/wp\/v2\/categories?post=26981"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sniffie.io\/wp-json\/wp\/v2\/tags?post=26981"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}