Ask 10 marketers to tell you how they calculate customer lifetime value (CLV), and you'll likely get 10 different answers. It's a tricky metric to assess, even though at its core, it's a simple equation: CLV is the sum of each customer's total value of purchases over the course of their lifetime as a customer. However, the marketers that answer that question with confidence, no matter how many dependencies there are on other brand metrics, are the ones that are helping their....

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