This multimedia documentation introduces the concept of Customer Lifetime Value (CLV). It contains two interactive calculators (average input scenarios and flexible input scenarios) for making calculations showing the results numerically and through interactive graphs.

It includes some exercises that allow students to practice as well as a video from the author with an introduction and an explanation of the theory.

Customer Lifetime Value is a multimedia tutorial with the purpose of introducing students to the customer lifetime value (CLV) concept and enabling them to understand its importance for marketing decision making. An interactive CLV calculator provides students with the opportunity to determine a customer’s economic value. This multimedia tutorial also provides several case studies which illustrate how to calculate a customer’s lifetime value and how it feeds into marketing decision making..