CLV - Intro

Bob Rietveld



Note that there are five types of callouts, including: note, warning, important, tip, and caution.

  • Who am I?
  • Who are you?
  • What do you expect from this course?

Course lay out

  • What is Customer Lifetime Value (CLV) and what it is not
  • History of CLV (Chamberlain et al. 2017)
  • How to calculate Customer Lifetime Value
  • Why Customer Lifetime Value
  • Acquisition
  • Activation
  • Retention
  • Strategy
  • Data & Engineering
  • Tools & Techniques
  • Future of CLV

What is Customer Lifetime Value ?

  • Customer Lifetime Value (CLV) is the total worth to a business of a customer over the whole period of their relationship.


Chamberlain, Benjamin Paul, Ângelo Cardoso, C H Bryan Liu, Roberto Pagliari, and Marc Peter Deisenroth. 2017. Customer Lifetime Value Prediction Using Embeddings.” In Proceedings of the 23rd ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, 1753–62. KDD ’17. New York, NY, USA: ACM.