CLV-based marketing seems to be the holy grail of steering marketing efforts these days. One can find tons of blog posts, podcasts and slides emphasising the importance of aiming for loyal customers. While this makes complete sense in theory we hit some roadblocks along the way of implementing a marketing strategy that really puts Customer Lifetime Value at its core. In this talk I share my view on certain challenges around CLV and in which setting & channel it might still make sense to tackle these challenges. Ideally you will walk away from this session knowing what CLV is, how to calculate it properly and through which framework you can re-allocate your marketing budget for better customers.