Customer Lifetime Value (CLV)
Your Data-Driven Control System for Customer Centricity and Profitable Growth.
From a simple KPI to an intelligent data product: forecast, segment, and activate your customers with a modular, AI-powered CLV system that integrates seamlessly and intuitively into your existing customer data platform.
What’s True Customer Centricity?
Companies today collect vast amounts of customer data, but often fail to use it effectively when it comes to prioritizing investments, actions, and target groups.
Customer Lifetime Value (CLV) — a metric that measures the total expected value a customer brings to a company over the entire duration of the relationship — is widely discussed but rarely implemented in a meaningful way.
Why is that? One major reason lies in the complexity of implementation: CLV requires the integration of diverse data sources, the modeling of customer behavior (including purchase frequency and contribution margins), and the introduction of clear mechanisms that embed CLV into operational decision-making.
Why Focus on CLV?
Studies show that companies actively managing CLV significantly increase their ROI. Case studies reveal that CLV-based targeting can boost campaign performance by more than 20% and reduce churn rates by up to 18%.
When used effectively, CLV unfolds its full potential: resources are deployed more efficiently, investments in high-value customers pay off faster, and retention tools and personalized journeys become more impactful. Sales, marketing, and service teams make precise, data-driven decisions with a clear focus on profitability.
Here’s What Our Solution Looks Like:
Our new CLV data product transforms the KPI into a dynamic, predictive control instrument. Based on your first-party data, it forecasts expected customer value, identifies activation opportunities, and enables value-oriented control of marketing and sales campaigns.
The core functionalities of our product were developed in collaboration with decision-makers from large enterprises and mid-sized companies. Their needs were clear: simple, integrable, and immediately decision-relevant CLV tools that fit seamlessly into existing processes.
Our modular CLV product delivers exactly that: combining user-friendly operation with powerful AI technology. Key features include:
01
Individually trainable, AI-supported CLV calculation model.
02
Automated customer segmentation and selection based on value.
03
Transparent dashboards at individual, tactical, and strategic levels, providing insights into customer distribution, prediction accuracy, and ROI potential.
04
Seamless integration with customer data platforms for real-time activation (e.g., Salesforce Data Cloud or Tealium).
This tool provides clear control impulses, from strategic budget allocation to operational churn prevention and the automation of services. All aligned with actual customer value.
Business Impact
- Reduction of inefficient campaign budgets through a focus on profitable customers
- Identification of churn risks & value-based reactivation opportunities
- Value-based differentiation of CX, CRM, and performance strategies
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Required Data Sources
- Transactional data from all available channels in a multichannel environment
- Relevant master data such as gender, region, and relationship duration
- Measurable interaction behavior across digital touchpoints and contact paths
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Integration & Activation
- Possible integrations: Salesforce, Tealium, custom cloud architectures
- Delivery of actions and services based on customer value
- Activation potential: lookalike campaigns and next best offer
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Who Is Our CLV Data Product for?
- Marketing and CRM teams seeking more efficient customer activation
- Data owners aiming to use existing customer data strategically
- CX leaders wanting to integrate CLV into their journey logic
- Finance & strategy teams looking to build data-driven business cases
The CLV Data Product is designed as a modular solution, from MVP implementation to scalable enterprise deployment. Schedule an initial consultation today and discover how your company can leverage CLV both strategically and operationally.
