Marketing Atlas
한국어
↻ CRM & retention

Customer lifetime value

고객생애가치

Estimate the value of a customer relationship over its lifetime.

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html
<div class="ltv"><div class="key">REALIZED <i></i> FORECAST <em></em></div><svg viewBox="0 0 420 170" preserveAspectRatio="none" aria-label="Lifetime value curve"><path class="grid" d="M0 145H420 M0 85H420 M0 25H420"/><path class="actual" d="M10 145 L100 120 L190 84 L275 61"/><path class="forecast" d="M275 61 L340 38 L410 22"/><circle cx="275" cy="61" r="7"/></svg><div class="axis">MONTH 0 <span>MONTH 12</span></div></div>
css
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Cohort retention코호트 리텐션

See how many customers acquired together remain active over time.

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Loyalty program로열티 프로그램

Connect repeat purchases and participation to meaningful rewards.

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Unified customer profile통합 고객 프로필

Connect web, app, and store behavior into one customer context.

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Real-time journey orchestration실시간 여정 오케스트레이션

Use a fresh action to choose the next message and channel.

Customer lifetime value, or LTV, estimates the value left across an entire relationship. Contribution margin rather than gross sales makes it more useful for comparison with acquisition cost.

The solid line in the demo shows realized value from transactions; the dashed line represents a forecast. Recompute the forecast as actual outcomes arrive.

One average for all customers hides meaningful differences. Account for cohort retention and margin by group.

When to use

Use it to set acquisition cost limits and prioritize retention investment.

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