Help CenterUnderstanding customer lifetime value (CLV) is one of the most powerful levers for a direct-to-consumer brand.
With ProfitPeak, you can surface which customers, products, and marketing efforts truly drive profitable growth — then make smarter decisions about acquisition, retention, and merchandising.
This guide lists recommended questions (“prompts”) you can ask of your CLV data, explains what each reveals, and provides actionable recommendations.
1. Customer Cohort Value & Segmentation
| Prompt | What it gives | Recommendation |
|---|---|---|
| Which customer cohort (by signup month or first purchase date) has the highest lifetime value over 12 or 24 months? | Identifies groups that generate the most revenue over time. | Double down on the acquisition tactics and onboarding used for high performers. |
| Rank cohorts by lifetime value and retention at 3, 6, and 12 months. | Highlights retention strength over key periods. | Reapply retention tactics (welcome offers, post-purchase flows) from top cohorts to others. |
| Identify the top 5 customer cohorts (month-wise) by lifetime value in the past year. | Shows which months produced the most valuable customers. | Analyse those months’ campaigns, offers, and seasonality to repeat success. |
| How does the CLV of customers from x cohort compare with cohorts from y period? | Compares seasonal or promotional effects on value. | Use strong months as templates for future promotions. |
| What percentage of total revenue is contributed by the top 10% of customers vs the long tail? | Reveals revenue concentration vs breadth. | If growth depends on a small group, build VIP programs and retention perks. |
2. Marketing Channel Performance
| Prompt | What it gives | Recommendation |
|---|---|---|
| Compare CLV by acquisition channel (Meta, Google, TikTok, organic, referral). | Shows which channels bring in long-term, profitable customers. | Shift budget to higher-CLV channels, even with higher CAC. |
| Which paid channel brings customers with the highest contribution margin after 6 months? | Connects spend to true profitability. | Use contribution margin (CLV – CAC) as the key metric. |
| What’s the payback period by channel (CAC vs CLV)? | Tells you how long to recoup acquisition costs. | Improve payback speed with post-purchase upsells and replenishment reminders. |
3. Contribution Profit Analysis
| Prompt | What it gives | Recommendation |
|---|---|---|
| Which customer cohort has the highest contribution profit? | Shows profitability, not just revenue. | Prioritise segments with strong margins and retention. |
| Cohort CLV vs product margin (not just revenue). | Reveals where growth is truly profitable. | Focus on segments with high CLV and high margin. |
4. Brand, Collection, or Product Drivers
| Prompt | What it gives | Recommendation |
|---|---|---|
| Do certain collections (e.g., Essentials vs Seasonal) produce higher CLV buyers? | Finds which ranges attract long-term shoppers. | Promote high-CLV collections in ads and welcome flows. |
| Which hero products correlate with higher repeat purchase behaviour? | Identifies “gateway” items. | Lead with these products in acquisition campaigns. |
| If a customer’s first order includes product X, how does their CLV compare to average? | Measures first-purchase impact. | Offer bundles that include high-CLV items. |
5. Behaviour & Engagement
| Prompt | What it gives | Recommendation |
|---|---|---|
| Does early repeat purchase (within 30 days) predict higher CLV? | Tests second-order timing effects. | Build campaigns encouraging fast repeat buys. |
6. Retention & Churn Insights
| Prompt | What it gives | Recommendation |
|---|---|---|
| At what point do most high-value customers place their second and third orders? | Maps reorder timelines. | Send cross-sells or loyalty nudges at those points. |
| Identify at-risk high-value customers whose predicted CLV is falling. | Flags VIPs likely to churn. | Reach out with personalised offers or exclusive perks. |
| What is the return rate of customers in the last 9 months? | Shows refund behaviour and product fit. | Investigate SKUs or messaging driving high returns. |
Putting It All Together
By systematically using these questions inside ProfitPeak, you can:
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Spot the most valuable cohorts and channels
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Understand which products and behaviours drive loyalty
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Improve contribution margin and payback periods
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Design smarter retention, merchandising, and acquisition strategies
Use this article as your roadmap for ongoing CLV analysis — and revisit quarterly to refine prompts and add new insights as your data grows.