You own a boutique store in Lahaina in Maui Island, Hawaii. Your store carries top-of-the-line specialty apparel and fosters a friendly and hospitable environment. You recently attended a marketing conference and listened to several presentations about customer lifetime value (CLV), the total amount a customer will spend from acquisition through the end of a relationship with a brand. You learned that the apparel industry is overhauling to become data-driven and customer-centric. Obtaining the CLV will help you to both decide who to target in advertisement and sales campaigns and assess how effective those campaigns will be at increasing customer value. Consequently, by using CLV metrics, you will be able to segment, profile, and target your customers, understand those customers’ characteristics, and pay them more attention to keep them loyal to your business.