Predicted CLV (12 months)

A forward-looking estimate of how much each customer is likely to spend with you over the next 12 months. Use it to prioritise retention spend and identify hidden VIPs.

How it's calculated

Predicted CLV combines three signals per customer: their average order value, their order frequency, and (1 − churn probability) — i.e. the likelihood they'll keep ordering. A customer with a high AOV but high churn risk will end up with a lower predicted CLV than a steady weekly regular.

Where you'll see it

• As a column in the customer CRM table (sortable).
• As a filter when building campaign audiences or customer lists.
• As a trigger condition in marketing automations.