#Ltv

Customer Lifetime Value is the number summoning the ghost of every transaction to parade through spreadsheets in a desperate attempt to predict forever. Conceptually a machine that forever forecasts future purchases, in reality it chases the specters of past data. Customers are awarded or deprived of their worth at the whim of algorithms, trapped in a distorted world of metrics. In the end, it is the monarch of number games, dancing to the capricious spells of churn and discount rates.