1. What
   1. is the total revenue a company expects to earn over the lifetime of their relationship with a single customer
   2. product metric
      1. is one of the metrics used to measure the growth of a company
      2. allow to compare different products
   3. depends on how popular the brand is among customers
   4. to understand that your customer spends more than the cost it took to acquire them
2. How to Calculate
   1. Lifetime Value
      1. Average purchase value * Number of transactions * Retention time period
   2. Customer Lifetime Value
      1. Lifetime Value * Profit margin
   3. Download: Customer Service Metrics Calculator
      1. https://blog.hubspot.com/service/how-to-calculate-customer-lifetime-value
      2. https://offers.hubspot.com/customer-service-metrics?hubs_post-cta=anchor&hsCtaTracking=e24dc302-9dc2-466f-a5ca-ab4e08633c0f%7Cda776fde-99a1-4313-9f81-81bcaba4016f
3. How to Increase the LTV
   1. Good communication
   2. Re-engage customers
   3. Increase brand loyalty
   4. to increase
      1. Customer Satisfaction
      2. Customer Retention
4. More Metrics
   1. Metrics for PO and not only: HEART, AARRRT, Daily Revenue
      1. https://www.xmind.net/m/8ykSRD/
5. sources
   1. https://corporatefinanceinstitute.com/resources/knowledge/valuation/lifetime-value-calculation/
   2. https://www.profitwell.com/blog/how-to-calculate-ltv-for-saas-the-right-way
   3. https://www.thebalancesmb.com/how-to-calculate-the-lifetime-value-of-a-customer-4173824
   4. https://neilpatel.com/blog/how-to-calculate-lifetime-value/
   5. https://www.adjust.com/glossary/lifetime-value/