There are several interactive tools available for calculating CLV$.$ Look at this sample problem on the Harvard Business School site.

Then try changing assumptions in the data on the Tools tab to see how sensitive the results are to different operational data, like gross margin, customer data, and number of purchases per year. Think about how marketing decisions could be affected by this type of information.

The CLV Calculator scenario for M&J Jewelry is calculated on the individual customer level. The assumptions are an average spend per purchase at $250\mathrm{.}01,$ Direct Marketing Cost at $9\mathrm{.}60,$ average gross margin at $40$ percent, average customer retention rate at $65$ percent and annual discount rate at $10$ percent.