Why Customer Lifetime Value Matters (and How to Calculate It for Your Business)

Too often businesses put too much emphasis on the short-term metrics that fail to predict how much value they can get out of a given customer over the course of their entire business to customer relationship. Not every customer is the same, and you can’t afford to waste precious time and effort going after the customers that aren’t going to provide genuine, long term value. This is where Customer Lifetime Value (CLV) comes in and Kevin Donnelly of Shopify breaks down just how useful the metric can be for your own business.

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