Customer Lifetime Value (CLV) measures the cumulative revenue a customer is projected to generate for a business over the full course of their relationship, accounting for purchase frequency, average order value, and retention rates. CLV is a foundational metric in customer strategy, helping enterprise teams allocate marketing spend, design loyalty programs, and segment customers by economic contribution rather than surface-level demographics. In research and insights contexts, CLV becomes most actionable when paired with qualitative understanding of why high-value customers stay, what drives churn in lower-value segments, and which unmet needs represent the greatest growth opportunity. Without that qualitative layer, CLV remains a descriptive number rather than a strategic guide.