Predictive customer lifetime value (pCLV) uses data modelling to estimate the future revenue potential of a customer based on their behaviour, engagement patterns, and purchase history. It helps organisations identify which accounts are likely to deliver the greatest long-term value and where to focus retention and expansion efforts.
By combining behavioural data, machine learning, and revenue insights, pCLV enables teams to prioritise customer success initiatives and uncover cross-sell or upsell opportunities before they emerge. This forward-looking approach strengthens forecasting accuracy and ensures resources are invested where they’ll drive the most sustainable growth.