{"id":225309,"date":"2023-04-17T03:05:44","date_gmt":"2023-04-17T08:05:44","guid":{"rendered":"https:\/\/www.geotelecom.mx\/?p=225309"},"modified":"2025-05-05T12:37:58","modified_gmt":"2025-05-05T10:37:58","slug":"customer-lifetime-value-como-calcular","status":"publish","type":"post","link":"https:\/\/www.geotelecom.mx\/en\/blog\/customer-lifetime-value-as-calculate\/","title":{"rendered":"What is Customer Lifetime Value? Strategies and how to optimize it in your business"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"225309\" class=\"elementor elementor-225309\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-71671ad1 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"71671ad1\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5687b421\" data-id=\"5687b421\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5ebcfb4d elementor-widget elementor-widget-text-editor\" data-id=\"5ebcfb4d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The <strong>Customer Lifetime Value (CLV)<\/strong> is an estimate of the amount of revenue a customer will generate over the course of their relationship with the eCommerce. It is a very useful method to be able to calculate marketing costs and analyze an acquisition strategy. Customer retention and loyalty is an essential part of ensuring that you get the maximum value from each customer.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/customer-lifetime-value-as-calculate\/#%C2%BFComo_se_calcula_el_Customer_Lifetime_Value\" >How is Customer Lifetime Value calculated?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/customer-lifetime-value-as-calculate\/#Estrategias_workflows_para_fidelizar_en_base_al_CLV\" >Loyalty strategies &amp; workflows based on the CLV<\/a><\/li><\/ul><\/nav><\/div>\n<p>Now that we've gone into context, let's dig a little deeper to tell you what it is and how it is calculated.<\/p><p><iframe title=\"DATA FIRST #2 | CLV - Marketing Automation - Connectif\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/qJxn3QkRGSs?start=3&feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p><h2><span class=\"ez-toc-section\" id=\"%C2%BFComo_se_calcula_el_Customer_Lifetime_Value\"><\/span>How is Customer Lifetime Value calculated?<span class=\"ez-toc-section-end\"><\/span><\/h2><p>When measuring this, it is best to look at the average total revenue generated by a customer and the average total profit. Each provides important information about how customers interact and whether your overall marketing plan is working as expected.<\/p><p><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-225314 aligncenter\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/1.jpg\" alt=\"Customer lifetime value\" width=\"602\" height=\"191\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/1.jpg 2039w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/1-300x95.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/1-1024x325.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/1-768x244.jpg 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/1-1536x487.jpg 1536w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/><\/p><p>\u00a0<\/p><p>If you are like me and math is not your thing, don't worry because Connectif does the math for us. To do so, you need to fulfill some of the following requirements <strong>prerequisites<\/strong>In the end, without basic data, there is nowhere to scratch:<\/p><ul><li><strong>Weather<\/strong>Your account must have been purchased at least 4 months ago.<\/li><li><strong>Customers<\/strong>You need at least 500 different buyers.<\/li><li><strong>Recurrence<\/strong>Of these 500 customers, at least one of them must have 3 or more purchases. This is how the CLV is displayed in Connectif in each customer's contact file.<\/li><\/ul><p><img decoding=\"async\" class=\"aligncenter wp-image-225316\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/2.jpg\" alt=\"workflow customer lifetime value\" width=\"678\" height=\"115\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/2.jpg 1996w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/2-300x51.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/2-1024x173.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/2-768x130.jpg 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/2-1536x260.jpg 1536w\" sizes=\"(max-width: 678px) 100vw, 678px\" \/><\/p><p>\u00a0<\/p><p>The CLV is updated at several different times to get the most out of the data and to make the machine learning system more and more accurate. By default, <strong>once a month the CLV will be recalculated for all contacts with at least one purchase<\/strong>. Thus, the longer it is active and the more data it can collect, the more accurate it will be. In addition, when a purchase occurs, the CLV of the contact will be recalculated.<\/p><p>We love to say that <a href=\"https:\/\/www.geotelecom.mx\/en\/marketing-automation-2\/\">Connectif<\/a><strong> is a living tool<\/strong> and this type of autonomous learning reaffirms that belief. But what do all these terms mean?<\/p><p><img decoding=\"async\" class=\"aligncenter wp-image-225318\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/3.jpg\" alt=\"customer lifetime value concept\" width=\"699\" height=\"250\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/3.jpg 1822w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/3-300x107.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/3-1024x366.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/3-768x275.jpg 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/3-1536x550.jpg 1536w\" sizes=\"(max-width: 699px) 100vw, 699px\" \/><\/p><p>\u00a0<\/p><p>Identifying contacts with a lower CLV than the average of your ecommerce and low purchase forecasts will help you to <strong>take action to convert them into repeat customers<\/strong>. Once segmented, you will be able to determine the best strategy to follow.<\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-225320\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/4.jpg\" alt=\"lifetime value customer loyalty\" width=\"623\" height=\"360\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/4.jpg 1720w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/4-300x173.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/4-1024x592.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/4-768x444.jpg 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/4-1536x888.jpg 1536w\" sizes=\"(max-width: 623px) 100vw, 623px\" \/><\/p><p>\u00a0<\/p><p>Now that we've seen what CLV is and how Connectif accounts for it, let's get down to the important stuff. Having this kind of tool is awesome, but even better is <strong>know how to apply it correctly and get the most out of it<\/strong>.<\/p><p>To see this, let's take a closer look at today, where data is a fundamental component of marketing automation. Through the <strong>Data First<\/strong>We can harness the power of customer data to create personalized, targeted marketing campaigns that are more likely to resonate with our target audience.<\/p><p>This approach involves r<strong>ecopying and analyzing data to obtain information on their behaviors, preferences and needs<\/strong>. By understanding these key factors, we can create flows with the right message, at the right time and through the right channels.<\/p><p>With data-driven information, <strong>we can be more efficient, effective and profitable<\/strong>which ultimately translates into a higher return on investment and greater customer satisfaction.<\/p><h2><span class=\"ez-toc-section\" id=\"Estrategias_workflows_para_fidelizar_en_base_al_CLV\"><\/span>Strategies &amp; <em>workflows\u00a0<\/em>to build loyalty based on CLV<span class=\"ez-toc-section-end\"><\/span><\/h2><p>Now, what tactics will increase the likelihood that a customer will buy more?<\/p><ul><li><strong>Customer with High CLV<\/strong>. Reward your most loyal customers with <strong>preferential access to a promotion<\/strong>. It is a very common practice to offer special treatment to those contacts who have a high CLV (<strong>+500\u20ac<\/strong>) and send them an email 6 hours before a powerful campaign is launched so they can enjoy it before anyone else.<\/li><\/ul><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-225322\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/5.jpg\" alt=\"Customer Lifetime Value workflow\" width=\"753\" height=\"370\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/5.jpg 1259w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/5-300x147.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/5-1024x503.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/5-768x378.jpg 768w\" sizes=\"(max-width: 753px) 100vw, 753px\" \/><\/p><p>\u00a0<\/p><p>In this case, we are going to add the CLV Alto by means of a node of \"<strong>Dynamic Plus Segment<\/strong>\". In this way we can select both the contacts subscribed to the Newsletter and those with a CLV greater than 500\u20ac. For this strategy it would not be necessary to add more conditions, but the Dynamic Segment Plus offers endless possibilities for grouping your contacts, both for inclusion and exclusion. We recommend you take a look at it!<\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-225324\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/6.jpg\" alt=\"connectif dynamic segment plus\" width=\"732\" height=\"310\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/6.jpg 1770w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/6-300x127.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/6-1024x434.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/6-768x325.jpg 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/6-1536x651.jpg 1536w\" sizes=\"(max-width: 732px) 100vw, 732px\" \/><\/p><p>\u00a0<\/p><ul><li><strong>Customer with Medium CLV<\/strong>. Another one of Connectif's many great features is the ability to make <strong>comprehensive integrated forms<\/strong>. For your contacts with medium CLV (<strong>200\u20ac &#8211; 500\u20ac<\/strong>) you can conduct a return survey and connect with them, while we conduct an in-depth market study.<\/li><\/ul><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-225326\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/7.jpg\" alt=\"clv average customer lifetime value\" width=\"722\" height=\"503\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/7.jpg 1911w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/7-300x209.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/7-1024x713.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/7-768x535.jpg 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/7-1536x1069.jpg 1536w\" sizes=\"(max-width: 722px) 100vw, 722px\" \/><\/p><p>\u00a0<\/p><p>In this case, in order to make the selection of the CLV Medium, we are going to use a \"<strong>Dynamic Segment<\/strong>\" basic. We would only have to add the conditions of:<\/p><ul><li><em>Customer Lifetime Value<\/em> (12m) - is greater than - 200\u20ac.<\/li><li><em>Customer Lifetime Value<\/em> (12m) - is less than - 500\u20ac.<\/li><\/ul><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-225328\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/8.jpg\" alt=\"customer lifetime value workflows\" width=\"755\" height=\"294\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/8.jpg 2048w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/8-300x117.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/8-1024x399.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/8-768x299.jpg 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/8-1536x599.jpg 1536w\" sizes=\"(max-width: 755px) 100vw, 755px\" \/><\/p><p>\u00a0<\/p><p>The idea is to create an empty landing page on your site where we will place an inline with the returns form. Once submitted, we assign a coupon and send an email with the reward for the time invested.<\/p><p>Below you will find a <strong>example<\/strong> of the type of questions that can be asked:<\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-225330\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/9.jpg\" alt=\"example customer lifetime value\" width=\"582\" height=\"544\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/9.jpg 1244w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/9-300x280.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/9-1024x957.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/9-768x717.jpg 768w\" sizes=\"(max-width: 582px) 100vw, 582px\" \/><\/p><p>\u00a0<\/p><ul><li><strong>Customers with low CLV<\/strong>. A very good way to reactivate those contacts with a low CLV (<strong>-200\u20ac<\/strong>) is to offer them <strong>gifts and exclusive offers<\/strong> to encourage brand loyalty. The idea of this workflow is to assign a special coupon, make a first impact and after 4 days make a reinforcement with the conditions of IF you have opened the first email but have NOT made a purchase in the last 4 days.<\/li><\/ul><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-225332\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/10.jpg\" alt=\"customer lifetime value low\" width=\"715\" height=\"333\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/10.jpg 2043w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/10-300x140.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/10-1024x477.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/10-768x357.jpg 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/10-1536x715.jpg 1536w\" sizes=\"(max-width: 715px) 100vw, 715px\" \/><\/p><p>\u00a0<\/p><ul><li><strong>P-Alive (+70%)<\/strong>. In order to build customer loyalty, we can create a <strong>rewards program<\/strong> and thus encourage repeat purchases, with rewards that are achievable and desirable. In this case, when the customer makes a purchase and complies with the P-Alive +70%, we evaluate if he\/she has made a purchase +50\u20ac and in the positive case we assign 20 points, in the negative case we only assign 10.<\/li><\/ul><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-225334\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/11.jpg\" alt=\"customer lifetime value p alive\" width=\"737\" height=\"342\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/11.jpg 2042w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/11-300x139.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/11-1024x475.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/11-768x356.jpg 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/11-1536x712.jpg 1536w\" sizes=\"(max-width: 737px) 100vw, 737px\" \/><\/p><p>\u00a0<\/p><p>The idea is to send an email right after the purchase with a {{points}} variable where we inform the customer of the points they have accumulated, the points they have earned thanks to their purchase and a list of advantages they can enjoy if they use them soon.<\/p><p>In this case we are going to use the node \"<strong>Check Value<\/strong>\"The P-Alive value can be determined and only contacts with a P-Alive value higher than 70% can be picked up.<\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-225336\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/12.jpg\" alt=\"check customer lifetime value\" width=\"721\" height=\"315\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/12.jpg 2041w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/12-300x131.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/12-1024x448.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/12-768x336.jpg 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/12-1536x671.jpg 1536w\" sizes=\"(max-width: 721px) 100vw, 721px\" \/><\/p><p>\u00a0<\/p><p>In addition, we are going to add a second node \"Check Value\" to determine if the total price of the purchase has been greater than 50\u20ac and on that basis assign more or less points.<\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-225338\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/13.jpg\" alt=\"case study customer lifetime value\" width=\"709\" height=\"306\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/13.jpg 2042w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/13-300x129.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/13-1024x442.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/13-768x331.jpg 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/13-1536x663.jpg 1536w\" sizes=\"(max-width: 709px) 100vw, 709px\" \/><\/p><p>\u00a0<\/p><ul><li><strong>Churn Rate (+70%)<\/strong>. Old customers want to know that they have not been forgotten. <strong>Facilitating their contact with you is also essential<\/strong>. Taking the Churn Rate +70% data (remember that now the higher it is, the less likely the customer is to buy) we can make an impact based on whether they have opened emails in the last month. If he has done so, we send him an email, if he has NOT, it is better to look for other ways. If we have their phone number, we can try the SMS channel.<\/li><\/ul><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-225342\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/14.jpg\" alt=\"what is churn rate\" width=\"691\" height=\"320\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/14.jpg 2023w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/14-300x139.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/14-1024x474.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/14-768x356.jpg 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/14-1536x711.jpg 1536w\" sizes=\"(max-width: 691px) 100vw, 691px\" \/><\/p><p>\u00a0<\/p><p>The content of the email and SMS has to be a close message, where we remind the customer of the brand, products based on previous visits or purchases and\/or a countdown with a coupon to reactivate it.<\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-225344\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/15.jpg\" alt=\"total ecommerce customer revenue\" width=\"674\" height=\"310\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/15.jpg 1180w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/15-300x138.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/15-1024x470.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/15-768x353.jpg 768w\" sizes=\"(max-width: 674px) 100vw, 674px\" \/><\/p><p>\u00a0<\/p><p>The customer's CLV represents the total revenue over the course of their time with our eCommerce. This helps a company forecast profitability, set customer acquisition budgets and determine growth and improvement targets. Moreover, with Connectif in hand, exploiting this data to be able to impact the segmented customer can be the best loyalty option.<\/p><p>We do not want to close the post without first making a small <strong>essential tips and recommendations<\/strong>:<\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-225346\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/16.jpg\" alt=\"tips for calculating customer lifetime value\" width=\"747\" height=\"378\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/16.jpg 1696w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/16-300x152.jpg 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/16-1024x518.jpg 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/16-768x389.jpg 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2023\/04\/16-1536x777.jpg 1536w\" sizes=\"(max-width: 747px) 100vw, 747px\" \/><\/p><p>\u00a0<\/p><p><strong>Ready to start calculating the\u00a0<em>Customer Lifetime Value <\/em>of your customers<\/strong><i><strong>?<\/strong> <\/i>In Geotelecom we help you to design and plan an adequate loyalty strategy thanks to different variables.\u00a0<a href=\"https:\/\/www.geotelecom.mx\/en\/contact-2\/\"><strong>Contact us now<\/strong><\/a> and discover how Marketing Automation can benefit your strategy.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Customer Lifetime Value (CLV) is an estimate of the amount of revenue a customer will generate over the course of their relationship with eCommerce. It is a very useful method to be able to calculate marketing costs and analyze an acquisition strategy. Customer retention and loyalty is an essential part of making sure you get the most value from each customer. Now that we have some context, let's dig a little deeper to tell you what it is and how it is calculated. How is Customer Lifetime Value calculated? When measuring Customer Lifetime Value, it is best to look at the average total revenue generated by a customer and the average total profit. Each provides important information about how customers interact and whether your overall marketing plan is working as expected.   If you're like me and math isn't your thing, don't worry because Connectif does the math for us. To do this you need to meet some prerequisites, in the end without baseline data there is nowhere to scratch: Time: your account must have at least 4 months of purchases. Customers: you need at least 500 different buyers. Recurrence: of these 500 customers, at least one of them must have 3 or more purchases. This is how the CLV is displayed in Connectif within each customer's contact file.   The CLV is updated at several different times to make the most of the data and to make the machine learning system more and more accurate. By default, once a month the CLV will be recalculated for all contacts with at least one purchase. Thus, the longer it is active and the more data it can collect, the more accurate it will be. In addition, when a purchase occurs, the contact's CLV will be recalculated. We love to say that Connectif is a living tool and this kind of autonomous learning reaffirms that belief. But what do all these terms mean?   Identifying contacts with a CLV below the average of your ecommerce and low purchase forecasts will help you take action to convert them into recurring customers. Once segmented, you will be able to determine the best strategy to follow.   Now that we have seen what CLV is and how Connectif accounts for it, let's get down to business. Having this type of tool is amazing, but even better is knowing how to apply it correctly and get the most out of it. To see this, let's take a close look at today, where data is a fundamental component of marketing automation. Through Data First, we can harness the power of customer data to create personalized, targeted marketing campaigns that are more likely to resonate with our target audience. This approach involves collecting and analyzing data to gain insights into their behaviors, preferences and needs. By understanding these key factors, we can create flows with the right message, at the right time and through the right channels. With data-driven insights, we can be more efficient, effective and profitable, which ultimately translates into higher ROI and customer satisfaction. Strategies &amp; workflows to build loyalty based on CLV Now, what tactics will increase the likelihood that a customer will buy more? High CLV Customer. Reward your most loyal customers with preferential access to a promotion. It is a very common practice to offer special treatment to those contacts who have a High CLV (+500\u20ac) and send them an email 6h before a powerful campaign is launched so that they can enjoy it before anyone else.   In this case, we are going to add the High CLV through a \"Dynamic Segment Plus\" node. In this way, we will be able to select both the contacts subscribed to the Newsletter and those with a CLV higher than 500\u20ac. For this strategy it would not be necessary to add more conditions, but the Dynamic Segment Plus offers endless possibilities for grouping your contacts, both for inclusion and exclusion. We recommend you take a look at it!   Client with CLV Medium. Another of the many great features that Connectif has is the possibility of creating very complete integrated forms. For your contacts with medium CLV (200\u20ac - 500\u20ac) you can make a survey of returns and thus connect with them, at the same time that we perform an in-depth market research.   In this case, in order to make the Medium CLV selection, we are going to use a basic \"Dynamic Segment\". We would only have to add the conditions of: Customer Lifetime Value (12m) - is greater than - 200\u20ac Customer Lifetime Value (12m) - is less than - 500\u20ac The idea is to create an empty landing on your page where we will place an inline with the returns form. Once submitted, we assign a coupon and send an email with the reward for the time spent. Here is an example of the type of questions that can be asked: Customers with low CLV. A very good way to reactivate those contacts with a low CLV (-200\u20ac) is to offer them gifts and exclusive offers to encourage brand loyalty. The idea of this workflow is to assign them a special coupon, make a first impact and after 4 days make a reinforcement with the conditions of IF they have opened the first email but have NOT made a purchase in the last 4 days.   P-Alive (+70%). To build customer loyalty, we can create a rewards program to encourage repeat purchases, with rewards that are attainable and desirable. In this case, when the customer makes a purchase and complies with the P-Alive +70%, we evaluate if he\/she has made a purchase +50\u20ac and in the positive case we assign 20 points, in the negative case we only assign 10.<\/p>","protected":false},"author":42,"featured_media":225312,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"Customer Lifetime Value: qu\u00e9 es y c\u00f3mo calcularlo - Blog Geotelecom","_seopress_titles_desc":"A continuaci\u00f3n vamos a\u00a0contarte qu\u00e9 es el Customer Lifetime Value y c\u00f3mo se calcula para que puedas fidelizar de forma efectiva a tus clientes. \r\n","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"none","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"both","_seopress_redirections_param":"","_seopress_redirections_type":301,"_seopress_analysis_target_kw":"","footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[22],"tags":[],"class_list":["post-225309","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online"],"_links":{"self":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/225309","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/comments?post=225309"}],"version-history":[{"count":3,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/225309\/revisions"}],"predecessor-version":[{"id":232533,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/225309\/revisions\/232533"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media\/225312"}],"wp:attachment":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media?parent=225309"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/categories?post=225309"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/tags?post=225309"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}