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CLTV Data
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Today's Date7/24/2026
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Calculations
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Total Revenue
 $ 1,136,934
*sum of total revenue of all customers
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# of Purchases
96
*count of all customer purchases
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# of Customers
7
*count of unique customers
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Sum of Customer Lifespan (years)
54.39
*total of unique customer years
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Avg Customer Revenue per year
 $ 20,905
*total revenue / total unique customers
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Total Cost to Acquire & Service
 $ 100,000 *assumption
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Key Performance Indicators
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Avg Purchase Value (APV)
 $ 11,843
*total revenue / # total purchases
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Avg Purchase Frequency Rate (APFR)
13.7
*total # purchases / # unique customers
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Customer Value (CV)
 $ 1,036,934
*total customer value - total costs
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Avg Customer Lifespan (ACL)
7.8
*sum of customer lifespan / # unique customers
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Customer Lifetime Value (CLTV)
 $ 148,133
*customer value / avg customer lifespan
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Customer Analysis
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CustomerStart DateEnd DateLifespan (years)$ Total Revenue# Purchases$ Avg Purchase
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Dan Marino1/10/20108/31/20199.64 $ 170,964 14 $ 12,212
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Joe Montana8/23/20101/1/20187.36 $ 158,293 15 $ 10,553
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John Elway12/31/201010/19/20176.81 $ 136,443 13 $ 10,496
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Johnny Unitas
6/16/20106/28/20177.04 $ 314,372 16 $ 19,648
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Peyton Manning
1/7/20104/17/20199.28 $ 124,187 13 $ 9,553
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Roger Staubach
12/10/201012/12/20177.01 $ 120,329 14 $ 8,595
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Tom Brady8/17/201111/12/20187.24 $ 112,346 11 $ 10,213
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Analysis
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Date StartedDate EndedCustomer NameCustomer IDServiceSales Channel$ Revenue# Days# Years$ Avg Annual RevenueRank
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9/30/201310/19/2017John Elway159050118Subscription 8Online $ 22,440 14804.1 $ 5,534 71
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6/25/20157/21/2017Joe Montana215434443Subscription 3Offline $ 1,428 7572.1 $ 688 89
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10/14/201411/12/2018Tom Brady625283706Subscription 2Online $ 1,992 14904.1 $ 488 93
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3/21/20154/26/2016Tom Brady652889430Subscription 8Offline $ 14,116 4021.1 $ 12,817 41
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3/10/20154/17/2019Peyton Manning775724732Subscription 1Offline $ 7,763 14994.1 $ 1,890 80
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12/21/20121/30/2017Dan Marino859909617Subscription 2Offline $ 2,477 15014.1 $ 602 91
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5/13/20156/24/2015John Elway860232770Subscription 2Offline $ 402 420.1 $ 3,497 77
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8/16/20169/29/2016Dan Marino461463820Subscription 12Online $ 9,635 440.1 $ 79,926 8
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5/27/20167/12/2016Tom Brady359911954Subscription 11Online $ 7,324 460.1 $ 58,113 12
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2/4/20133/24/2013Roger Staubach328856265Subscription 9Online $ 30,815 480.1 $ 234,324 2
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10/19/201012/8/2010Dan Marino674808442Subscription 6Offline $ 902 500.1 $ 6,585 66
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7/22/20159/16/2015Tom Brady847999322Subscription 4Offline $ 764 560.2 $ 4,979 74
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1/2/20153/1/2015John Elway276225316Subscription 12Online $ 99 580.2 $ 620 90
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12/15/20112/12/2012Roger Staubach608414113Subscription 2Offline $ 1,002 590.2 $ 6,197 68
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7/2/20178/31/2019Dan Marino256243503Subscription 9Offline $ 45,598 7902.2 $ 21,067 30
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2/27/20165/4/2016Joe Montana791975486Subscription 2Offline $ 949 670.2 $ 5,173 73
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10/19/201012/31/2010Dan Marino306889617Subscription 1Online $ 11,008 730.2 $ 55,038 14
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12/5/20162/17/2017Joe Montana825143039Subscription 5Online $ 30,678 740.2 $ 151,319 5
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4/15/20176/28/2017Johnny Unitas954092919Subscription 12Online $ 9,478 740.2 $ 46,748 16
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3/2/20115/27/2011Roger Staubach821587932Subscription 6Offline $ 465 860.2 $ 1,972 79
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8/15/201411/10/2014Johnny Unitas781253516Subscription 7Online $ 61,020 870.2 $ 256,002 1
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12/14/20153/11/2016Joe Montana888670623Subscription 9Offline $ 40,636 880.2 $ 168,545 3
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5/10/20148/14/2014Peyton Manning641129338Subscription 1Online $ 8,355 960.3 $ 31,768 22
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12/24/20154/5/2016John Elway102928006Subscription 10Online $ 6,162 1030.3 $ 21,835 28
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12/31/20104/15/2011John Elway867551982Subscription 4Offline $ 7,393 1050.3 $ 25,699 26
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1/13/20174/28/2017Dan Marino551136291Subscription 4Offline $ 2,547 1050.3 $ 8,855 57
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3/25/20127/14/2012Roger Staubach990708720Subscription 11Online $ 2,412 1110.3 $ 7,932 61
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2/12/20146/4/2014Tom Brady133362710Subscription 3Offline $ 7,907 1120.3 $ 25,769 25
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12/16/20154/7/2016Dan Marino938025844Subscription 12Offline $ 2,383 1130.3 $ 7,698 62
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9/21/20141/17/2015Peyton Manning738199555Subscription 1Offline $ 21,719 1180.3 $ 67,182 10
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4/16/20138/12/2013Joe Montana332877862Subscription 2Offline $ 2,283 1180.3 $ 7,061 65
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10/25/20132/23/2014John Elway742141759Subscription 2Online $ 2,417 1210.3 $ 7,290 64
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9/30/20132/6/2014Tom Brady718327605Subscription 12Online $ 12,257 1290.4 $ 34,681 20
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7/19/201012/3/2010Johnny Unitas531693494Subscription 2Online $ 4,164 1370.4 $ 11,093 51
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1/10/20105/28/2010Dan Marino256994950Subscription 7Online $ 62,630 1380.4 $ 165,653 4
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10/8/20143/5/2015Tom Brady217140328Subscription 6Online $ 513 1480.4 $ 1,266 85
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12/11/20165/12/2017Peyton Manning801213872Subscription 4Offline $ 6,386 1520.4 $ 15,336 36
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2/26/20137/30/2013Johnny Unitas607080304Subscription 7Online $ 49,505 1540.4 $ 117,334 7
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7/26/201012/29/2010Johnny Unitas363832271Subscription 10Online $ 4,012 1560.4 $ 9,387 56
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10/11/20123/19/2013Johnny Unitas849630105Subscription 5Offline $ 14,358 1590.4 $ 32,959 21
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8/27/20122/6/2013Johnny Unitas247802054Subscription 7Offline $ 60,071 1630.4 $ 134,514 6
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1/24/20137/6/2013Peyton Manning671939122Subscription 1Online $ 1,463 1630.4 $ 3,275 78
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9/13/20112/24/2012Roger Staubach733563411Subscription 6Offline $ 613 1640.4 $ 1,364 83
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6/16/201011/28/2010Johnny Unitas496897733Subscription 10Offline $ 1,582 1650.5 $ 3,500 76
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8/11/20141/25/2015Peyton Manning798688733Subscription 1Online $ 21,954 1670.5 $ 47,983 15
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5/17/201311/3/2013Roger Staubach166435849Subscription 10Offline $ 753 1700.5 $ 1,616 81
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9/14/20163/5/2017Dan Marino752716100Subscription 2Online $ 2,029 1720.5 $ 4,306 75
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6/28/201312/20/2013Johnny Unitas585917890Subscription 7Online $ 33,273 1750.5 $ 69,398 9
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9/20/20163/28/2017Peyton Manning196587741Subscription 9Offline $ 23,027 1890.5 $ 44,470 17
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2/13/20158/21/2015Joe Montana984673964Subscription 1Offline $ 14,712 1890.5 $ 28,412 24
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3/4/20159/9/2015John Elway679414975Subscription 3Online $ 5,850 1890.5 $ 11,298 49
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9/8/20143/17/2015Roger Staubach275269162Subscription 2Online $ 3,377 1900.5 $ 6,487 67
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12/4/20166/14/2017Johnny Unitas817192542Subscription 12Offline $ 6,606 1920.5 $ 12,558 46
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8/6/20112/19/2012Peyton Manning612573039Subscription 4Offline $ 3,093 1970.5 $ 5,730 70
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1/21/20148/11/2014Roger Staubach306220996Subscription 12Online $ 9,940 2020.6 $ 17,961 33