There are several benefits of calculating your customer lifetime value (CLV). First, it helps you understand how much profit you can expect from a customer over their lifetime. This information is essential for making sound decisions on marketing expenses and products. Second, it allows you to focus your marketing efforts on customers who will likely generate a high return on your investment (ROI). This approach helps you avoid wasting time and money on people who aren't likely to be profitable for your business. Finally, it enables you to identify which products are most likely to be profitable for your company. Using predictive analytics and other data, you can make informed decisions about which items to offer your customers.