Jim answers questions from fellow Drillers (More questions with answers here , Work Overview here , Index of concepts here ) Topic Overview Hi again folks, Jim Novo here. LTV has to be actionable .  If  you can’t take action on the information, it’s not relevant anyway. There you go, the most universally true rule when attempting calculation of LTV. And the best / easiest way to accomplish this is to identify similar customer behaviors and segment the customers by these behaviors – THEN figure out LTV by segment . If you can’t actually take action on the information, then why spend countless $$ and hours fussing over all the reasons the number you come up with might be wrong and trying to solve unsolveable data or corporate issues?…