This document discusses how calculating and increasing customer lifetime value (CLV) is important for retail success. It outlines 4 steps to increase CLV using customer data: 1) start with goals for CLV, retention rates, and share of wallet to determine data and campaign needs, 2) collect necessary customer data, 3) use data science to power predictive models, and 4) automate personalized campaigns. The presentation provides examples from L'Oreal of using technology to better understand customers and automate recommendations, replenishment, and rewards to increase CLV. Attendees will learn the business importance of CLV and how new technologies allow marketers more control over the customer experience.