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Customer Lifetime Value
CLV Explained
Computed using last 12 months ending on 2026-07-05.Definition: Expected customer money value over a finite horizon. The default gross-profit basis embeds profit margin in the transaction value; revenue basis is explicitly a revenue-LTV proxy.
Formula: CLV = (Average transaction value × Transactions/year × Retention years) × Profit margin. Here Retention years = Horizon years × observed retention proxy × discount factor; gross-profit basis uses a 100% basis factor because margin is already embedded.
Inputs: Average transaction value, transactions/year, horizon years, observed retention proxy, profit/revenue basis, and discount rate.
Monetary basis: gross_profit
Retention model: simple
Score note: CLV values are non-negative and scoped to active filters + RBAC.
CLV Settings
Lookback: 2025-10-01 to 2026-07-05. Prior window: 2024-12-27 to 2025-09-30.
Customers in lookback
96
Revenue:
$8,281,387.15
Total CLV (12m)
$1,846,108.66
Average:
$19,230.30
CLV at Risk
$163,448.02
8.9%
of total CLV
Repeat Rate
100.0%
Reactivation:
0.0%
CLV Concentration
Top 1 share:
3.4%
Top 10 share:
28.0%
HHI (customers):
165
Margin Leverage
Target margin: —
Eligible accounts:
0
Estimated uplift:
$0.00
Risk & Opportunity
Top segment by revenue: Low Value / Nurture
Top segment by growth: High Value
At-risk revenue stake:
$0.00
Segment Leaderboard
Export Segment Summary| Segment | Customers | Revenue | Profit | Avg CLV | Avg churn risk | Share % |
|---|---|---|---|---|---|---|
| Whales | 5 | $1,331,942.33 | $257,735.38 | $57,644.99 | 8.1% | 16.1% |
| High Value | 15 | $2,594,423.91 | $520,865.94 | $38,597.04 | 8.6% | 31.3% |
| Growth | 8 | $755,603.54 | $176,011.72 | $24,509.94 | 8.4% | 9.1% |
| Low Value / Nurture | 68 | $3,599,417.38 | $711,202.53 | $11,512.48 | 9.7% | 43.5% |
Top Customers by clv
Export Leaderboard| Customer | Segment | CLV (12m) | CLV at Risk | Revenue | Margin % | Growth Potential |
|---|---|---|---|---|---|---|
C20065 | Whales | $62,585.25 | $4,919.02 | $293,824.49 | 19.0% | 91.8% |
C20082 | Whales | $59,676.34 | $4,905.05 | $291,429.86 | 18.3% | 86.7% |
C20014 | Whales | $56,851.12 | $4,468.33 | $203,160.34 | 25.0% | 89.4% |
C20027 | Whales | $55,872.11 | $4,793.34 | $262,244.68 | 19.2% | 100.0% |
C20084 | Whales | $53,240.11 | $4,184.52 | $281,282.96 | 16.9% | 77.2% |
C20043 | High Value | $52,157.61 | $4,380.86 | $258,131.88 | 18.1% | 100.0% |
C20006 | High Value | $45,380.96 | $3,811.67 | $228,129.62 | 17.9% | 75.4% |
C20005 | High Value | $44,889.12 | $3,528.16 | $257,394.48 | 15.6% | 66.9% |
C20056 | High Value | $44,704.98 | $3,835.30 | $211,953.86 | 19.0% | 63.5% |
C20028 | High Value | $42,328.51 | $4,392.72 | $160,217.85 | 24.2% | 85.4% |
CLV Distribution
What this means: Understand concentration of customer value and long-tail potential.
CLV vs Churn Risk
What this means: Identify high-value accounts with elevated churn probability.
Gross Margin % by Top CLV Accounts
What this means: Highlights margin headroom on strategically important accounts.
Revenue vs Orders (Bubble = CLV)
Quadrant lines use selected population medians. Click any point for drilldown.
What this means: Distinguish high-frequency and high-revenue account clusters.
Segment Playbooks
Whales
Goal: Retain
5
customers
- Lock renewal cadence with executive touchpoints.
- Offer strategic bundle expansion before renewal dates.
- Track service incidents with 24h response SLA.
Key accounts
Riverbend Plaza(
$62,585.25
),
Highland Center(
$59,676.34
),
Fox Run Exchange(
$56,851.12
),
Kingsport Square(
$55,872.11
),
Copper Ridge Market 84(
$53,240.11
)
High Value
Goal: Retain and grow
15
customers
- Run upsell campaign on complementary products.
- Schedule quarterly business review with account owners.
- Prioritize margin optimization on large recurring SKUs.
Key accounts
Redbud Pointe(
$52,157.61
),
Fairview Depot(
$45,380.96
),
Silver Lake Junction(
$44,889.12
),
Fairview Square(
$44,704.98
),
Summit Market(
$42,328.51
)
Growth
Goal: Grow
8
customers
- Trigger onboarding sequence for repeat purchase acceleration.
- Recommend best-next products from top adjacent categories.
- Set call tasks for sales within 7 days after last order.
Key accounts
Maple Grove Exchange(
$29,654.30
),
Granite Falls Crossing(
$29,395.76
),
Oakmont Gateway(
$25,862.28
),
Ridgeway Pointe(
$24,622.16
),
Sunfield Landing(
$24,054.70
)
At Risk High Value
Goal: Win back
0
customers
- Escalate to save plan with personalized outreach.
- Offer targeted win-back incentive with expiry.
- Review fulfillment issues and resolve top blockers immediately.
Key accounts
No key accounts in selection.
Low Value / Nurture
Goal: Nurture efficiently
68
customers
- Use low-touch automation for reorder reminders.
- Bundle entry-level offers to improve frequency.
- Route only high-propensity accounts to human follow-up.
Key accounts
Prairie View Supercenter(
$26,486.94
),
Vista Park Town Center 76(
$26,068.88
),
Vista Park Crossing(
$25,841.46
),
Fairview Market(
$23,195.27
),
Lakeview Village(
$21,873.35
)
Customers in Selection
Rows:
96
| Customer | Segment | CLV (12m) | CLV at risk | Revenue | Gross Profit | Margin % | AOV | Orders/year | Recency | Last order | Δ Revenue | Δ Revenue % | Action |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
C20065 | WhalesLow | $62,585.25 | $4,919.02 | $293,824.49 | $55,834.26 | 19.0% | $3,497.91 | 110.36 | 2 | 2026-07-03 | $31,665.06 | 12.1% | View |
C20082 | WhalesLow | $59,676.34 | $4,905.05 | $291,429.86 | $53,447.79 | 18.3% | $4,349.70 | 88.03 | 4 | 2026-07-01 | $49,626.60 | 20.5% | View |
C20014 | WhalesLow | $56,851.12 | $4,468.33 | $203,160.34 | $50,718.66 | 25.0% | $2,944.35 | 90.66 | 2 | 2026-07-03 | $37,477.66 | 22.6% | View |
C20027 | WhalesLow | $55,872.11 | $4,793.34 | $262,244.68 | $50,237.51 | 19.2% | $3,085.23 | 111.68 | 6 | 2026-06-29 | $63,748.11 | 32.1% | View |
C20084 | WhalesLow | $53,240.11 | $4,184.52 | $281,282.96 | $47,497.17 | 16.9% | $3,233.14 | 114.30 | 2 | 2026-07-03 | $-39,819.51 | -12.4% | View |
C20043 | High ValueLow | $52,157.61 | $4,380.86 | $258,131.88 | $46,805.52 | 18.1% | $3,741.04 | 90.66 | 5 | 2026-06-30 | $233,768.08 | 959.5% | View |
C20006 | High ValueLow | $45,380.96 | $3,811.67 | $228,129.62 | $40,724.25 | 17.9% | $3,621.11 | 82.77 | 5 | 2026-06-30 | $14,493.38 | 6.8% | View |
C20005 | High ValueLow | $44,889.12 | $3,528.16 | $257,394.48 | $40,046.99 | 15.6% | $3,478.30 | 97.22 | 2 | 2026-07-03 | $-53,671.71 | -17.3% | View |
C20056 | High ValueLow | $44,704.98 | $3,835.30 | $211,953.86 | $40,196.56 | 19.0% | $3,474.65 | 80.14 | 6 | 2026-06-29 | $-22,726.42 | -9.7% | View |
C20028 | High ValueLow | $42,328.51 | $4,392.72 | $160,217.85 | $38,823.54 | 24.2% | $2,967.00 | 70.95 | 16 | 2026-06-19 | $38,965.24 | 32.1% | View |
C20040 | High ValueLow | $42,008.42 | $3,906.18 | $194,839.57 | $38,071.55 | 19.5% | $3,418.24 | 74.89 | 10 | 2026-06-25 | $10,809.97 | 5.9% | View |
C20074 | High ValueLow | $41,127.00 | $3,232.46 | $281,408.91 | $36,690.68 | 13.0% | $5,862.69 | 63.06 | 2 | 2026-07-03 | $96,708.83 | 52.4% | View |
C20009 | High ValueLow | $39,730.49 | $3,479.99 | $140,463.75 | $35,794.16 | 25.5% | $3,192.36 | 57.81 | 7 | 2026-06-28 | $107,706.57 | 328.8% | View |
C20020 | High ValueLow | $35,046.91 | $3,006.72 | $131,489.06 | $31,512.50 | 24.0% | $2,578.22 | 67.01 | 6 | 2026-06-29 | $33,423.67 | 34.1% | View |
C20066 | High ValueLow | $34,322.59 | $2,882.85 | $114,315.39 | $30,800.62 | 26.9% | $2,381.57 | 63.06 | 5 | 2026-06-30 | $-29,655.09 | -20.6% | View |
C20036 | High ValueLow | $32,318.31 | $2,888.88 | $133,694.22 | $29,173.85 | 21.8% | $2,571.04 | 68.32 | 8 | 2026-06-27 | $-8,005.34 | -5.6% | View |
C20106 | High ValueLow | $32,180.79 | $2,702.95 | $114,723.46 | $28,878.60 | 25.2% | $2,390.07 | 63.06 | 5 | 2026-06-30 | $-3,447.69 | -2.9% | View |
C20109 | High ValueLow | $31,989.14 | $2,629.32 | $132,883.25 | $28,650.36 | 21.6% | $2,711.90 | 64.38 | 4 | 2026-07-01 | $31,989.06 | 31.7% | View |
C20097 | High ValueLow | $30,450.35 | $2,502.84 | $119,776.69 | $27,272.18 | 22.8% | $2,851.83 | 55.18 | 4 | 2026-07-01 | $3,286.98 | 2.8% | View |
C20001 | High ValueLow | $30,320.47 | $2,764.83 | $115,001.92 | $27,424.57 | 23.8% | $2,613.68 | 57.81 | 9 | 2026-06-26 | $-4,565.42 | -3.8% | View |
C20044 | GrowthLow | $29,654.30 | $2,384.08 | $98,829.54 | $26,507.27 | 26.8% | $2,246.13 | 57.81 | 3 | 2026-07-02 | $97,146.02 | 5770.4% | View |
C20000 | GrowthLow | $29,395.76 | $2,469.03 | $128,402.75 | $26,379.35 | 20.5% | $2,918.24 | 57.81 | 5 | 2026-06-30 | $127,048.80 | 9383.5% | View |
C20054 | Low Value / NurtureLow | $26,486.94 | $2,129.44 | $100,354.37 | $23,676.04 | 23.6% | $2,573.19 | 51.24 | 3 | 2026-07-02 | $-5,163.02 | -4.9% | View |
C20076 | Low Value / NurtureLow | $26,068.88 | $2,611.58 | $111,042.29 | $23,814.69 | 21.4% | $2,467.61 | 59.12 | 14 | 2026-06-21 | $-8,157.44 | -6.8% | View |
C20093 | GrowthLow | $25,862.28 | $2,265.28 | $93,828.92 | $23,299.96 | 24.8% | $2,843.30 | 43.36 | 7 | 2026-06-28 | $38,049.77 | 68.2% | View |