explain what customer lifetime value is, as it's described in this article.

2. Provide at least three examples of companies that use customer lifetime value metrics, and how they use the metrics to tailor their customer services and support.

3. Provide at least three examples of the types of data points that companies incorporate into their customer lifetime value calculations. For each data point, explain why it's a useful indication of customer value.

4. What are the potential risks or drawbacks of this business practice (calculating customer lifetime value and tailoring services and support based on those scores)?