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CLV: It's not what you think

Andrew Naumann  (Senior Data Scientist, Northwestern Mutual)

Location: Room 150B

Date: Wednesday, September 27

Time: 9:15 am - 9:55 am

Pass Type: Digital Pass, All Access Pass, Main Conference

Conference Theme: Data Science

Session Type: Session

Track: Measurement & Modeling

Vault Recording: TBD

Audience Level: Intermediate

A CLV calculation can be as simple as an average or as complex as an interconnected web of machine learning models. So what really is it? Its not what you think. There is no "one size fits all solution" because it varies by industry, data availability, leadership support, and business partner appetite. By the end of this session, you'll be able to walk away with a personalized CLV calculation and an action plan to activate for your business.


1. CLV just a proxy or measure for the entire customer relationship 2. It's an industry specific calculation - there is no "one size fits all" equation 3. Leveraging CLV for personalization is a new strategy! Change management and experimentation is required