Customer Lifetime Value Matrix

I created a customer lifetime value matrix. I picked up this task from Workout Wednesday

Explore the matrix on Tableau Public

Customer Lifetime Value Matrix (CLTV) is frequently used in marketing and retail industries to understand the value of each customer.  Specifically, the interesting insights come when you scan vertically and see that your initiatives are paying off and customers of the same relative age are spending more money.

I used the Superstore dataset. I did a bit of tinkering to the data when I felt some data was missing. I assigned the first quarter each customer made the purchase as the acquisition quarter. Then, I calculated the average lifetime value of customer for the number of quarters since birth.

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