Business, Management and Accounting
4 years ago

Revolutionizing Customer Value: CLV Beats Traditional Metrics in Profitability Prediction

COMPARISON BETWEEN CUSTOMER LIFETIME VALUE (CLV) AND TRADITIONAL MEASUREMENT TOOLS OF CUSTOMER VALUE
Talaba Monica

Paper Summary

The study compared different ways to measure how valuable customers are to a company. They looked at a newer method called customer lifetime value (CLV) and compared it to more traditional methods like RFM analysis, SOW, PCV, and CPA. The researchers found that CLV is better at identifying which customers are the most profitable for a company.

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