Year of Graduation
Customer Lifetime Value: Methods of Evaluation
This study focuses on the methods of customer lifetime value (CLV) evaluation. Author of the thesis paper compares the methods of CLV calculation in order to find the most appropriate one for the Russian owners of small and medium businesses on the example of “Beauty Center”. After the analysis of information about clients’ transactions over the two-year-period between 2014 and 2015 and the results of questioning, RFM-model is considered to be the most relevant method of CLV evaluation for small and medium business. Finally, recommendations of using marketing tools have been provided.