Calculating the Lifetime Value of a Customer

Visual Capitalist |

Courtesy of: Visual Capitalist

What is one customer worth to a business, and what should a business be willing to pay to acquire the said customer?



It all comes down to a concept called “customer lifetime value”, which is used to describe the approximate value of one customer to a business. It is essentially the average amount of money made over the lifespan of an average customer, discounted by future cash flows.

The higher the value, the higher the marketing budget can be to acquire each customer. This is not only a key concept to understand in business, but also for investors that are looking to put money in consumer-oriented companies.

Original graphic by: KISSmetrics

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