29 Jul 2021 Michal Stín How to Use SQL to Calculate Customer Lifetime Value (LTV) Working with data is an essential skill for marketers in today's data-driven world. As a marketer myself, I decided to create a series of articles about calculating key performance indicator (KPI) metrics for SaaS (Software as a Service) companies. We’ll start by calculating customer lifetime value (LTV) using SQL. Data is one of today’s most valuable resources. If you work in a SaaS company, you are flooded with a huge amount of data every day. Read more