Customer Lifetime Value (CLV) is a means of evaluating the value of the customer to the business. It is defined as the estimated monetary worth of a customer to a business after factoring in the value of the relationship with the customer over time. 

CLV is key for marketing analytics professionals to have a holistic understanding of what drives customer loyalty, helping their firms accurately estimate customer value and find ways to increase the value they provide to customers. Kantar's newly released Customer Lifetime Value White Paper explains the commercial value of CLV to brands and how to use CLV to unlock the maximum value of each consumer. 

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