The document discusses customer lifetime value (CLV) marketing and its importance. CLV measures the total profit generated by a customer over the entire duration of their relationship with a company. It is important because it indicates how much a company should spend to acquire customers and how much each customer is worth. Calculating CLV can be difficult due to uncertainties in customer relationships and a lack of data. Key components used to calculate CLV include retention rates, revenue, costs, and the customer lifecycle. Strategies like customer relationship management can help companies improve customer retention and lifetime value.