เปรียบเทียบวิธี

	มูลค่าตลอดช่วงชีวิตของลูกค้า	การศึกษาประสิทธิผลของการโฆษณา
สาขาวิชา	การตลาด	การตลาด
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1996	1990s
ผู้ริเริ่ม	Robert Blattberg and John Deighton	Marketing Science Institute and Media Effectiveness researchers
ประเภท	Financial modeling methodology	Experimental and observational evaluation methodology
แหล่งต้นตำรับ	Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer Equity: Building and Managing Relationships as Assets. Harvard Business School Press. ISBN: 978-0875847191	Erdem, T., & Sun, B. (2002). A Fuzzy Aspect Model for CRM System Selection. Decision Support Systems, 29(3), 475-487.
ชื่อเรียกอื่น	CLV, LTV, Customer Value	Ad Effectiveness Testing, Campaign Evaluation, Marketing Attribution
ที่เกี่ยวข้อง	5	5
สรุป	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.	Advertising Effectiveness Studies are research methods designed to measure the impact of advertising campaigns on consumer awareness, attitudes, purchase intention, and sales. Developed through work in marketing science and media measurement, these studies employ experimental designs, multivariate analysis, and attribution modeling to isolate the effect of advertising from other market factors.