手法を比較

	顧客生涯価値	市場セグメンテーション分析
分野	マーケティング	マーケティング
系統	Process / pipeline	Process / pipeline
提唱年	1996	1980
提唱者	Robert Blattberg and John Deighton	Philip Kotler and William Perreault Jr.
種類	Financial modeling methodology	Statistical segmentation methodology
原典	Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer Equity: Building and Managing Relationships as Assets. Harvard Business School Press. ISBN: 978-0875847191	Wedel, M., & Kamakura, W. A. (2002). Introduction to the Special Issue on Market Segmentation. International Journal of Research in Marketing, 19(3), 181-183.
別名	CLV, LTV, Customer Value	Customer Segmentation, Market Partitioning
関連	5	5
概要	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.	Market Segmentation Analysis is a systematic approach to dividing a heterogeneous market into smaller, homogeneous groups (segments) that share similar needs, behaviors, preferences, or characteristics. Developed through advances in statistical clustering and customer analytics, this methodology enables companies to tailor marketing strategies, product offerings, and customer experiences to specific audience groups rather than treating the market as a single entity.