Customer Lifetime Value – A Retail Banking Study

Customer Lifetime Value (CLV) is the net present value of the profit that accrues from a customer over the course of their relationship with a company. CLV calculation methodologies vary in complexity from simple rules to predictive analytics. This case study covers the CLV methodology for the retail customers of a small U.S. based regional bank with just over $1 billion in tangible book value. Although this analysis uses only public information, we have sanitized the numbers and the identity of the bank.

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