Customer Lifetime Value (CLV) is a metric that calculates the total value a customer generates for a company throughout their entire relationship with the brand. It is obtained by considering purchase frequency, average ticket, and the duration of the customer relationship. Companies with subscription models or recurring sales prioritize this metric to maximize profitability and optimize their retention strategies. Tools such as Google Analytics, HubSpot, and Salesforce allow for the calculation and improvement of CLV through segmentation, personalization, and loyalty strategies.