Who is worth investing in, and why
RFM tells you what a customer is worth today. pLTV tells you what they are worth next, and where investment compounds. A forward value for every customer, built from the same data, and it always shows its reasons.
Where it sits: The Predict stage of the loop. RFM feeds it; it pushes a predicted value and a band into Braze to point investment where it pays back.
A value, with reasons
Every prediction comes with its drivers, so a marketer knows why a relationship is worth investing in, not just that it is.
Level is not the whole story
A customer of modest value today can carry the strongest trajectory. pLTV weighs the growth, not just the size.
A multiplier, not a guess
Each prediction is a decayed base value times a named growth multiplier, so the number is always one you can read and defend.
The same customers, through the pLTV lens
The cast you met in RFM, re-read for forward value. Tap any customer to see their full journey.
A wider footprint compounds; a single-product one does not
A wider footprint compounds; a single-product one does not
Whether their value is accelerating, holding steady or cooling
Newer relationships have room to grow; mature ones regress toward the mean
Value concentrated around big events is capped, not compounding