Description

At Colcrane, we build research-driven predictive Customer Lifetime Value (CLV) models that estimate the future value each customer will generate. We define CLV as the net present value of all future variable profits from a customer—minus associated costs (including acquisition)—discounted to reflect risk and cost of capital.

Our sophisticated models are predictive, explainable, and decision-oriented—designed to be trusted and acted upon. Instead of relying on black-box AI or static, backward-looking averages, we create dynamic statistical models that adapt to individual customer behavior, capturing value heterogeneity rather than oversimplifying it. By incorporating seasonality and a company's actual cost of capital, the models provide a financially realistic view of customer value across the entire lifecycle. Existing segmentations and KPIs can also be integrated, allowing us to tailor the model to specific needs.

By segmenting customers based on predicted future value, businesses can direct resources toward the customers and actions that generate the greatest long-term profitability—focusing marketing, retention, and service investments where they matter most. For maximum impact, CLV must be embedded into day-to-day operations. At that point, CLV evolves from a static metric into a strategic lens: a dynamic decision-support system that sharpens focus, guides investment, and drives measurable performance.