In calculating customer lifetime value (CLV), time inputs include: (1) a decent guesstimate at the likely retention rate from year to year and (2) a sense of the average lifespan duration for the particular product or brand.

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Calculating CLV involves estimating the retention rate and the average lifespan of a customer with the product or brand to predict future revenue.

In Calculating Customer Lifetime Value (CLV), Time Inputs Include: (1)