Table 4From “Customer lifetime value is a forecast, not a fact”
Customer lifetime value dashboard and checklist: what should a review record?
Table 4Customer lifetime value dashboard and checklist: what should a review record?
| Review field | Question for the owner | Required disposition |
|---|---|---|
| Identity and cohort | Which units entered, when, and under which version? | Admit, exclude, or hold with a reason |
| Forecast inputs | Which margin, survival, expansion, horizon, and discount assumptions apply? | Record source, owner, and as-of date |
| Observed comparison | What later outcome is available, and is the window mature? | Descriptive, comparative, or not yet testable |
| Sensitivity | Which assumption would reverse the decision? | Keep the range and escalation threshold |
| Decision | What action follows and who is accountable? | Record action, reviewer, and next review date |
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From the essay
Growth that compounds
Customer lifetime value is a forecast, not a fact
Customer lifetime value is a discounted forecast of margin, survival and expansion. Make the assumptions visible before comparing customers or channels.
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