Read the working paper
INSEAD Working Paper 2013/27/MKT
This paper focuses on the literature related to customer lifetime value measurement. It first discusses the issues related to the context of CLV measurement and presents a contextual framework for understanding and categorizing models of CLV. The paper then reviews some prominent models for measuring customer lifetime value (CLV) in different contexts and discusses the strengths and weaknesses of each. Finally, the paper discusses the key issues that need to be addressed to advance the literature.