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Projected CLV

 

In Movio EQ, projected CLV (customer lifetime value) is the likely spending range of a member over the next three months. Use this to create campaigns that reward high-value members and encourage low-value members to spend more.

For example, you could send an email to high-value members, offering them a free glass of wine as part of a premium experience. Or send a combo discount to low-value members to encourage them to visit the cinema again sooner. 

You can create a campaign from the Projected CLV / quarter tab on the home page or by adding a filter in the audience builder. You can also create conditional content based on projected CLV.

To create a campaign from the home page, enter a CLV range for the next three months and click Create campaign.

Note: Only member's with at least one visit in the last year can be targeted using CLV.

How projected CLV is calculated

Projected CLV is calculated using a range of data points:

  • Recency
  • Frequency
  • Membership tenure
  • Monetary spend of the member

Using these data points, we calculate the probability of a member visiting and their likely spend within the next quarter.

If the probability of a visit for a member is low (or zero), it equates to churn.

 

See also: