Calculating CLV

srepho.github.io

This paper aims to layout the current state of Customer Lifetime Value calculation research. It is entirely practical, so mathematical descriptions will only be discussed where they are important from a practical perspective. It also aims to provide both code and spreadsheets to allow for usage of the models discussed.

This is the single best reference on calculating customer lifetime value I've ever seen. Bookmark this—you'll need it at some point.

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