Customer Lifetime Value Academy

Learn how to calculate, use, and apply customer lifetime value in your business.

  • 5 courses
  • 17 lessons
  • Customer stories

Sign up to receive updates on new courses!

 

Start with the basics, then dive into how-to lessons, coding workshops, and practical applications.

The Academy courses provide you with the knowledge and skills to start using customer lifetime value to optimize your marketing, sales, product, supply chain, and customer service strategies.

Course 1 / 4 Lessons

Introduction to Customer Lifetime Value

button-arrow-icon
Let’s start at the beginning. Customer Lifetime Value (CLV) is a metric that estimates how much value (usually revenue or profit margin) any given customer will bring to your business over the course of the total time they interact with your brand—past, present, and future. This course is an introduction to CLV for business analysts, c-suite executives, growth marketers, data scientists, and anyone in between.
Lesson 1 clock-icon 10 min

What Is Customer Lifetime Value?

Lesson 2 clock-icon 8 min

Why Calculate CLV at the Individual Level

Lesson 3 clock-icon 15 min

How to Collect, Organize, and Use Complex Customer Data

Lesson 4 clock-icon 12 min

Visualizations for Customer Lifetime Value

Course 2 / 7 Lessons

CLV Business Applications

button-arrow-icon
Customer Lifetime Value demonstrates who your best customers are and what they have in common. How would your strategies change if you could predict which audiences will remain loyal to your brand for years to come? This course provides business applications of CLV for acquisition, retention, product management, customer service, and more.
Lesson 1 clock-icon 8 min

Cross-Functional CLV Use Cases

Lesson 2 clock-icon 17 min

Lookalike Strategies Powered by CLV

Lesson 3 clock-icon 6 min

Optimize Your Marketing Budget

Lesson 4 clock-icon 9 min

CLV Migration Over Time

Lesson 5 clock-icon 8 min

Lifecycle Marketing Strategies

Lesson 6 clock-icon 11 min

CLV-Driven Product Insights

Lesson 7 clock-icon 9 min

Revamp Your Customer Service

Course 3 / 5 Lessons

Customer Lifetime Value Models

button-arrow-icon
Let’s get into the data science behind customer lifetime value. There are several ways to calculate CLV, with models differing in accuracy at the aggregate and individual levels. Some models require historical data, while others can predict CLV early in the customer journey. This course begins with the basics of customer lifetime value, then it dives deeper into various models for calculating and predicting CLV.
Lesson 1 clock-icon 6 min

CLV Basics

Lesson 2 clock-icon 18 min

Ways to Predict CLV

Lesson 3 clock-icon 6 min

History of Buy Til You Die (BTYD) Models

Lesson 4 clock-icon 6 min

Calculating CLV with R

Lesson 5 clock-icon 9 min

Supervised Machine Learning vs Bayesian Statistical Models

Course 4 / 3 Lessons

Success with CLV

button-arrow-icon
After calculating or predicting customer lifetime value, the next step is to share your findings with internal teams, stakeholders, or clients. This course includes tips for data science teams to measure model performance, share results, and improve decision making in the organization.
Lesson 1 clock-icon 7 min

Strategies for Stakeholder Management

Lesson 2 clock-icon 10 min

A Framework for Marketing Decision Making

Lesson 3 clock-icon 9 min

Building Data Science Teams

Course 5 / 2 Lessons

Beyond CLV

button-arrow-icon
You made it to the last course! By now, you know what customer lifetime value means and how to use it to solve problems in your business. What’s next? Let’s go beyond CLV and explore other areas of customer data science. In this course, you’ll learn about CLV-adjacent topics like time series, attribution, and customer segmentation.
Lesson 1 clock-icon 13 min

Customer Segmentation by Goal

Lesson 2 clock-icon 8 min

Cluster Messy Time Series

Let’s start at the beginning. Customer Lifetime Value (CLV) is a metric that estimates how much value (usually revenue or profit margin) any given customer will bring to your business over the course of the total time they interact with your brand—past, present, and future. This course is an introduction to CLV for business analysts, c-suite executives, growth marketers, data scientists, and anyone in between.
Lesson 1 clock-icon 10 min

What Is Customer Lifetime Value?

The very first course in the CLV Academy provides an overview of customer lifetime value. What is it? Why is it important? What problems can CLV solve for your business? You can dive deeper into many of these ideas in later lessons.
Lesson 2 clock-icon 8 min

Why Calculate CLV at the Individual Level

The most commonly used customer lifetime value models benchmark their strengths on aggregate statistics. Yet, most business use cases for CLV require accuracy at the individual level. You can see the problem.
Lesson 3 clock-icon 15 min

How to Collect, Organize, and Use Complex Customer Data

Are you ready to start using customer lifetime value metrics in your business? Start here. This lesson walks you through a useful checklist to start building a data platform to handle customer-level data and models.
Lesson 4 clock-icon 12 min

Visualizations for Customer Lifetime Value

You can use customer lifetime value metrics across the organization, from marketing and sales to product and customer service. For cross-functional alignment, visualizations are a helpful tool to share customer data science with other teams.
Customer Lifetime Value demonstrates who your best customers are and what they have in common. How would your strategies change if you could predict which audiences will remain loyal to your brand for years to come? This course provides business applications of CLV for acquisition, retention, product management, customer service, and more.
Lesson 1 clock-icon 8 min

Cross-Functional CLV Use Cases

After calculating customer lifetime value at the individual level, what can you do with that information? This lesson provides an overview of cross-functional applications of CLV, from marketing and sales to product and customer service.
Lesson 2 clock-icon 17 min

Lookalike Strategies Powered by CLV

Ad platforms allow advertisers to target new users with lookalike audiences. However, the out-of-the-box solution falls short because all of your customers aren’t alike. With customer lifetime value, you can create more effective lookalike audiences for acquisition.
Lesson 3 clock-icon 6 min

Optimize Your Marketing Budget

Between acquisition and retention campaigns to content marketing and brand development, it’s difficult to know where to spend your limited marketing dollars. Individual customer lifetime value metrics take the guesswork out of budgeting so you can optimize your spend in real time.
Lesson 4 clock-icon 9 min

CLV Migration Over Time

Customer lifetime value is not a static metric. It changes over time—sometimes dramatically—as you observe new data about a customer. By tracking how CLV changes over time, you can determine what product features, retention campaigns, customer service practices, and more impact lifetime value.
Lesson 5 clock-icon 8 min

Lifecycle Marketing Strategies

Don’t over-optimize your retention strategy; rather, acquire the right customers in the first place. Design a marketing strategy for customers throughout their lifecycle, from acquisition to retention.
Lesson 6 clock-icon 11 min

CLV-Driven Product Insights

You can use customer lifetime value metrics to enrich and inform your product marketing strategy. What if you knew which products high-value customers bought first? Or which products you should offer as a bundle or upsell?
Lesson 7 clock-icon 9 min

Revamp Your Customer Service

Customer service and customer support teams are making the shift to focus on customer success or even customer experience. Instead of simply reacting to customer problems, customer success teams can use CLV to help identify and predict problems and offer potential solutions.
Let’s get into the data science behind customer lifetime value. There are several ways to calculate CLV, with models differing in accuracy at the aggregate and individual levels. Some models require historical data, while others can predict CLV early in the customer journey. This course begins with the basics of customer lifetime value, then it dives deeper into various models for calculating and predicting CLV.
Lesson 1 clock-icon 6 min

CLV Basics

Customer lifetime value comes in many shapes and sizes. From the popular RFM approach at the cohort-level to predictive lifetime value, this lesson explores the various flavors of CLV.
Lesson 2 clock-icon 18 min

Ways to Predict CLV

There are several methods you can use to calculate customer lifetime value, from simple to complex. This lesson will explore how to predict CLV at the aggregate and individual level.
Lesson 3 clock-icon 6 min

History of Buy Til You Die (BTYD) Models

Let’s take a look back at the history of BTYD models, the staple in Bayesian CLV prediction. Lifetime value comes to life using probabilistic models to handle churn and transaction timing, rather than the relatively straightforward RFM models.
Lesson 4 clock-icon 6 min

Calculating CLV with R

In this lesson, we’ll share a popular method for calculating customer lifetime value using the R programming language.
Lesson 5 clock-icon 9 min

Supervised Machine Learning vs Bayesian Statistical Models

Most traditional BTYD models are Bayesian statistical. In this lesson, we’ll explore an alternative way of modeling short-term CLV using Long-Short Term Memory (LSTM) Recurrent Neural Networks (RNNs), which are a type of supervised machine learning that can handle time series well.