The Customer Lifetime Value report allows you to compare customer shopping habits and other important data. In this report, you can access historical and recent activity in your store and compare customer shopping habits with those of other customers. You can also build comparisons to whether the recent activity is consistent with historic activity, and whether it is increasing in volume or slowing down.

Here are some of the data points that can be surfaced to build valuable analyses about your customers' activity.

Historic Lifetime Value (Measure)

Summed Sale Line subtotals 

Very simply, this is the complete subtotal of all the customer's identified purchases in your store.

Historic Lifetime Value (Filter)

Summed Sale Line subtotals

Similar to the above measure, the Historic Lifetime Value can also be applied to a report as a filter.

For example, if you want to identify only customers who have spent more than $10,000 in your store, or only customers who have spent less than $1,000 in the store, this is how you can proceed.

Average Lifetime Value (Measure)

Average Lifetime Value among all customers

When applied to the individual customer, the Average Lifetime Value is identical to the Historic Lifetime Value.

When applied to a grouping of customers, the Average Lifetime Value is calculated as follows:

Average Lifetime value = sum of customers' Historic Lifetime Value/Number of customers

Sum of all customers' Historic Lifetime Value / Number of Customers

Sales Total

Total revenue of that grouping

When looking at the Historic Lifetime Value, you can also isolate sales activity from a certain time frame on the same report.

If you were to add the Sale Total next to the Historic Lifetime Value, they'd be essentially the same:

HLV is rounded to a whole number, and the Sale Total is two decimals.

You can also filter this report to limit the date of Sales considered by applying a filter for the Sales Date:

After applying a filter for the Sales Date:

• The Historic Lifetime Value will remain, but the Sale Total only corresponds to the defined Sales Date range.
• Customers with no sales during this timeframe won't be included in the report.

Sale Line Total

Summed revenue of all lines on the sale with no tax

Similar to the above, the Sale Line Total, with no filters, will result in identical values as Historic Lifetime Value and Sale Total.

The Total and Sale Line Total are equal to each other, but different from the Historic Lifetime Value.

You can also filter this report on the Item:

For example, if you're only interested in sales that were for items in the BIKES category:

After filtering by item:

• The sales that did not include bikes are not included. This removes some sales and some customers.
• Secondly, the variance between the three numbers now is:
  • The Historic Lifetime Value represents all sales
  • The Sale Total represents the total of Sales where BIKES were present
  • The Sale Line Total represents the total of the BIKES items

What's next?