Basic information on Customer Lifetime Value models. - Demything frequent doubts with CLV. - You can not calculate CLV in Google Analytics. - First steps and outputs that you have to prepare when thinking about CLV. - Presentation of possible outputs a CLV model can give you. - Discussion on early estimation of CLV using cohort analysis and simple models to understand what interactions lead to a success. The presentation was prepared in the pub White Swan for MeasureCamp London, March, 13, 2015.