The most popular and commonly used customer lifetime value (CLV) models benchmark their strength on aggregate metrics. However, these models are incredibly inaccurate at the individual level. This becomes an issue because most business use cases require a strong CLV model at the individual level.
Aggregate CLV simply does not allow you to adjust who you’re targeting with re-engagement or acquisition efforts to maximize the benefits of each campaign.
Read more about the importance of individual CLV in this blog post.