How do I calculate the lifetime value of a customer in digital marketing?

How do I calculate the lifetime value of a customer in digital marketing?

How to Calculate the Lifetime Value of a Customer in Digital Marketing

Increasing customer lifetime value (CLV) is essential for any business looking to grow in the digital age. By calculating CLV, businesses can gain valuable insights into their customers, how much they should be investing in marketing, and ultimately, how they can extract the most value from each customer over the course of their lifetime.

In this article, we’ll look at what lifetime value means, as well as provide actionable tips on how to calculate it to maximize your digital marketing efforts.

What is Lifetime Value?

Lifetime value is the total revenue a customer will generate over the course of their engagement with a business. This figure is determined by multiplying the average amount a customer spends per order by the total number of orders they are expected to make over the course of their lifetime with the business.

How to Calculate CLV

The first step to calculating customer lifetime value is to identify your existing customer groups. These may be established customer segments, such as millennials or Gen Xers, or they can be customers who share unique characteristics, such as geographic location.

Next, you will need to gather data on how much each customer group spends on average over the course of their engagement. Some factors to consider include the frequency of their orders, the types of products they buy, and the average order value.

Finally, you will need to use the data you’ve collected to estimate the total number of orders that each customer group will make over the course of their lifetime. This is done by taking the average order frequency and multiplying it by the average lifetime span of the customers.

Tips for Maximizing CLV

Once you’ve calculated the lifetime value of each of your customer groups, there are a few strategies you can use to maximize the value you can extract from them.

One of the most effective methods is to ensure that your customer experience is constantly optimized. This means developing customer touchpoints such as personalized website experiences, targeted discounts, loyalty programs, etc. that make it easier for customers to engage with your brand.

Another way to drive CLV is to invest in customer retention activities such as customer reward programs, referral programs, and customer engagement campaigns. These activities help to build lasting relationships with customers who are more likely to make repeat purchases.

Finally, you can maximize CLV by leveraging data to identify customer segments and offer personalized discounts and promotions tailored to their specific needs. This is more effective than offering blanket discounts and incentives that are not based on customer needs and preferences.


Calculating CLV is essential for any business that wants to extract the most value from its customers over their lifetime. By taking into account the frequency of their orders, the average order value, and the average lifetime of each customer segment, you can gain valuable insights into maximizing their overall lifetime value.

Finally, by leveraging customer experience optimization, customer retention activities, and personalized discounts and promotions, you can further increase the overall value of each customer.

Don’t wait any longer – take action now and start investing in strategies to increase your customer lifetime value!

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Constantinos Albanidis

As a digital nomad of 10 years now, I'm an expert full-stack marketer who loves helping businesses expand their online presence. With my background in web design, I craft clean, convertible websites that help clients attract and engage customers. Outside of client work, I enjoy researching and testing the latest AI tools. As an early adopter of conversational technologies, I love sharing how bots can enhance marketing efforts. I also publish a popular blog discussing ethical use cases for AI in business. When not coding or collaborating with AI, I pursue my passion for using strategic content and social media to grow brands. With a specialty in automated traffic generation, I help companies drive qualified leads through organic sharing. I strive to stay on top of evolving digital trends so I can advise clients on the most effective tactics. Community is also core to my values, so you'll often find me volunteering my skills for nonprofit causes. Reach out to discuss your goals - I'm always eager to help others succeed online.

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