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When approaching customer lifetime value (CLV), marketers often only measure it in the short or near term rather than focusing on the road ahead. Though 81% of respondents’ organizations have the ability to track CLV, only 37% actively apply it to their strategy and just 14% are maximizing the value of their CLV metrics. This disconnect points to a critical gap in how data is collected and leveraged to inform forward-looking decisions that drive customer engagement and business growth.