مقایسهٔ روش‌ها

	تخمین تمایل به پرداخت	ارزش طول عمر مشتری
حوزه	بازاریابی	بازاریابی
خانواده	Process / pipeline	Process / pipeline
سال پیدایش	1998	1996
پدیدآور	Klaus Wertenbroch and Bernd Skiera	Robert Blattberg and John Deighton
نوع	Price research methodology	Financial modeling methodology
منبع بنیادین	Wertenbroch, K., & Skiera, B. (1998). Measuring Consumers' Willingness to Pay at the Point of Purchase. Journal of Marketing Research, 35(4), 460-469.	Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer Equity: Building and Managing Relationships as Assets. Harvard Business School Press. ISBN: 978-0875847191
نام‌های دیگر	Price Elasticity Analysis, Valuation Estimation, Monetary Value Elicitation	CLV, LTV, Customer Value
مرتبط	5	5
خلاصه	Willingness-to-Pay (WTP) estimation encompasses methods for quantifying the maximum price consumers are willing to pay for a product, service, or feature. Developed through advances in marketing research and behavioral economics, WTP estimation helps organizations set optimal prices, allocate marketing budgets, value product features, and understand customer value perception.	Customer Lifetime Value (CLV) is a financial metric that quantifies the total profit a company expects to generate from its relationship with a customer over the entire duration of that relationship. Developed through work by Blattberg, Getz, and Thomas in the 1990s-2000s, CLV integrates acquisition costs, purchase behavior, retention rates, and margin information to estimate the net present value of each customer.