Leveraging Customer Lifetime Value to Increase Return on Marketing Investment (ROMI)s

As “one-to-one marketing” begins to permeate mainstream business practices, organizations in highly competitive and saturated markets struggle to gain an advantage over one another.

As part of the ongoing effort to differentiate products and services, best-in-breed organizations are now using a tool called Customer Lifetime Value (CLV). CLV is “a marketing metric that projects the value of a customer over the entire history of that customer's relationship with a company.”