Sometimes when people talk about CLV they actually mean PAV. There’s an important distinction
What is #RLV? Residual Lifetime Value shows how much value is remaining in a customer. Unlike CLV, it focuses exclusively on future profits & is a key metric for customer retention & development. Total RLV of customers represents the aggregate value of your existing customer base
Historical value is a purely backward-looking metric of customer value. Believe it or not, many people who say #CLV actually mean #HV. It is not generally useful on its own, except for what it implies for CLV.