How is the customer LTV calculated

Marketing Glossary: ‚Äč‚ÄčLifetime Value (LTV)

The Lifetime Value (LTV) or also Customer Lifetime Value ("customer capital value") indicates the value of a customer relationship and describes the profit that a company achieves with a customer over the duration of the entire customer relationship.

Lifetime Value (LTV) is a term associated with the relationship between customers and the company. The "lifetime value" refers to the duration of the relationship that exists between a customer and the respective company, and the profit that is achieved here. Another term that measures the same thing is Customer Lifetime Value, which can be translated from English as customer capital value. Total customer value or customer value are also used. This is a key figure from the business area that generates a need for action for marketing. On the one hand, because measures for customer acquisition and retention can be derived from this. On the other hand, because customers can be divided into "good" and "less good" customers. In addition, the causes can be researched why customers buy more or less, trust one company or switch to another company. Products can be judged according to the age at which they are bought by consumers and when they become uninteresting. In addition, the target group for products can be precisely determined and advertising activities can be planned and implemented particularly efficiently. Because it can be estimated with which customers which profit can be realized. In this way, advertising can be projected more successfully and the relevant advertising budget can be used more efficiently. As a rule, a company derives from the Lifetime Value (LTV) with which customers the most income can be made. This is where advertising is most worthwhile, as it is a matter of repeat buyers. Profitable customers have a high value for the sales and the success of a company, which is why it is particularly worthwhile to cultivate such customer relationships with commitment.

The Lifetime Value (LTV) is an objective value that is one of the most important business indicators for marketing a company. With the help of IT-supported sales processes in a company, a certain turnover can be assigned to a customer with relatively little effort. This is usually possible with just a few clicks. In addition, some factors are important for calculating the Lifetime Value (LTV). On the one hand, of course, there is the duration of the relationship that could be implemented with a customer. For others, it also needs the customer turnover that can be made here. The costs that are used for customer acquisition and customer loyalty also play an important role. The contribution margin is also integrated - the amount required to cover the costs of manufacturing a product. The Lifetime Value (LTV) in its simplest form is then calculated in such a way that the duration of the customer relationship, customer sales and contribution margin are multiplied and the costs for customer care or acquisition are deducted. There are also other variants with which the lifetime value (LTV) can be calculated in a more complex way. Further numbers are used for this. This includes, for example, a discount factor that can be used to calculate future payments from a customer based on the present value. The repurchase rate is also integrated into the invoice. It is the percentage of customers who keep buying the company's products. This can be evaluated particularly easily with CRM (Customer Relationship Management). The Lifetime Value (LTV) is associated with two convincing advantages for a company: the maintenance of particularly profitable customer relationships and the strategically optimally realized acquisition of new customers.