In marketing, customer lifetime value (CLV or often CLTV), lifetime customer value, or life-time value is a prognostication of the net profit

a real-time service model that, proponents say, goes beyond basic customer relationship management capabilities, identifying and capturing maximum potential from prospective and existing customers.

In marketing, a customer value proposition consists of the sum total of benefits which a vendor promises a customer will receive in return for the customer's associated payment (or other value-transfer).