Schema & Semantic Layer

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Member Lifetime Value Intelligence

member-lifetime-value v2.0

Predict member value, identify high-value segments, quantify retention ROI, and prioritize resource allocation

🔍

Metric Definitions

16 metrics

total_members

volume neutral

Count of active members

Unit: count · Format: {value:,}

COUNT(member_id) WHERE status = 'Active'

Unitcount

avg_clv

value ↑ higher

Mean lifetime value across all members

Unit: currency · Format: ${value:,.0f}

AVG(calculated_clv)

Unitcurrency

Thresholds

warn low 15000 target 20000 stretch 25000

total_lifetime_value

value neutral

Sum of all member CLV

Unit: currency_millions · Format: ${value:.1f}M

SUM(calculated_clv)

Unitcurrency_millions

high_value_percentage

segmentation ↑ higher

Percentage of members in premium/high value segments

Unit: percent · Format: {value:.1f}%

(premium_count + high_value_count) / total_members * 100

Unitpercent

Thresholds

warn low 20 target 25 stretch 30

revenue_concentration

distribution neutral

Percentage of total CLV from top 10% of members

Unit: percent · Format: {value:.1f}%

premium_clv / total_clv * 100

Unitpercent

retention_rate

retention ↑ higher

Percentage of members retained year-over-year

Unit: percent · Format: {value:.1f}%

(active_members - churned_members) / prior_active_members * 100

Unitpercent

Thresholds

crit low 88 warn low 90 target 94 stretch 96

avg_account_tenure

retention ↑ higher

Average years of membership

Unit: years · Format: {value:.1f} years

AVG(tenure_years)

Unityears

Thresholds

warn low 6 target 10 stretch 12

critical_risk_count

risk ↓ lower

Members with >75% churn probability

Unit: count · Format: {value:,}

COUNT(member_id) WHERE churn_probability >= 75

Unitcount

at_risk_value

risk ↓ lower

Total CLV of members at critical/high churn risk

Unit: currency_millions · Format: ${value:.1f}M

SUM(calculated_clv) WHERE churn_risk IN ('Critical', 'High')

Unitcurrency_millions

Thresholds

target 125 warn high 150 crit high 200 stretch 100

at_risk_clv

risk ↓ lower

Total predicted lifetime value of members with high churn probability (>=70%)

Unit: $ · Format: ${value:,.0f}

SUM(predicted_ltv) WHERE churn_risk >= 0.7

Unit$

Thresholds

target 500000 warn high 1000000 crit high 2000000

churn_adjusted_clv

primary ↑ higher

Expected lifetime value weighted by retention probability

Unit: $ · Format: ${value:,.0f}

SUM(predicted_ltv * (1 - churn_probability))

Unit$

retention_roi

primary ↑ higher

Return on investment for retention programs (saved CLV / retention spend)

Unit: x · Format: {value:.1f}x

retained_member_clv / retention_program_cost

Unitx

Thresholds

crit low 1.0 warn low 3.0 target 5.0 stretch 10.0

high_value_churn_rate

risk ↓ lower

Attrition rate among members in the top CLV quartile

Unit: % · Format: {value:.1f}%

churned_top_quartile / total_top_quartile * 100

Unit%

Thresholds

target 2.0 warn high 4.0 crit high 6.0

avg_product_count

engagement ↑ higher

Average number of products held

Unit: products · Format: {value:.1f}

AVG(product_count)

Unitproducts

Thresholds

warn low 2.0 target 3.0 stretch 4.0

full_relationship_pct

engagement ↑ higher

Percentage of members with lending + deposits + services

Unit: percent · Format: {value:.1f}%

(full_relationship_count / total_members) * 100

Unitpercent

Thresholds

warn low 10 target 15 stretch 20

clv_growth_rate

growth ↑ higher

Year-over-year change in average CLV

Unit: percent · Format: {value:+.1f}%

(current_avg_clv - prior_avg_clv) / prior_avg_clv * 100

Unitpercent

Thresholds

warn low 2 target 5 stretch 8

Segment Definitions

CLV Value Tiers

👑

Premium

Percentile 91–100

Top 10% highest lifetime value members

⭐

High Value

Percentile 76–90

Top 11-25% by lifetime value

👥

Core

Percentile 51–75

Middle 26-50% - reliable base

📈

Emerging

Percentile 26–50

Lower middle 51-75% - growth potential

📊

Transactional

Percentile 1–25

Bottom 25% - basic users

CLV Benchmarks

Source: filene_research (2025-Q3)

Premium Members 10% of members

CLV Range: $15000 – $50000 Value Share: 45% of total CLV

High Value Members 20% of members

CLV Range: $8000 – $14999 Value Share: 30% of total CLV

Core Members 40% of members

CLV Range: $3000 – $7999 Value Share: 20% of total CLV

Emerging Members 30% of members

CLV Range: $0 – $2999 Value Share: 5% of total CLV

Churn Risk Levels

Critical

75% – 100% probability

immediate priority

High

50% – 74% probability

high priority

Moderate

25% – 49% probability

medium priority

Low

0% – 24% probability

low priority

Age Cohort

ID	Name / Characteristics	Filter Expression
gen_z	18-25	`age >= 18 AND age <= 25`
young_professional	26-35	`age >= 26 AND age <= 35`
established	36-45	`age >= 36 AND age <= 45`
peak_earner	46-55	`age >= 46 AND age <= 55`
pre_retirement	56-65	`age >= 56 AND age <= 65`
retired	65+	`age > 65`

Product Mix

ID	Name / Characteristics	Filter Expression
full_relationship	Full Relationship	`has_lending AND has_deposits AND has_services`
lending_deposits	Lending + Deposits	`has_lending AND has_deposits`
deposits_only	Deposits Only	`has_deposits AND NOT has_lending`
lending_only	Lending Only	`has_lending AND NOT has_deposits`
single_product	Single Product	`product_count = 1`

Value Driver Definitions

5 drivers

Factors that contribute to member lifetime value, weighted by their relative impact on CLV calculation.

Product Penetration 35% weight

Number of products per member

Benchmark: 3.2 products_per_member

Account Tenure 28% weight

Years of membership

Benchmark: 10.5 years

Digital Engagement 18% weight

Percentage of transactions via digital channels

Benchmark: 78 percent

Loan Utilization 12% weight

Lending product usage rate

Benchmark: 65 percent

Deposit Balances 7% weight

Total deposit account balances

Benchmark: 15800 currency

Decision Type Definitions

5 types

churn_intervention

retention

Actions to prevent member attrition for at-risk members

⚡ critical_risk_count > 2000 — Critical risk member count exceeds threshold

⚡ at_risk_value > 150000000 — At-risk CLV exceeds threshold

⚡ churn_probability >= 75 — Individual member at critical churn risk

Available Actions

Personal Outreach Campaign member_services_manager

Retention Rate/Fee Offer retail_manager

Product Bundling Incentive marketing_manager

Service Recovery Program member_services_manager

Outcome Metrics

retention_rate at_risk_value critical_risk_count

value_growth

growth

Actions to increase member lifetime value

⚡ avg_clv < 18000 — Average CLV below target

⚡ avg_product_count < 2.5 — Product penetration below benchmark

⚡ clv_growth_rate < 3 — CLV growth rate slowing

Available Actions

Cross-Sell Campaign marketing_manager

Relationship Deepening Program retail_manager

Digital Adoption Initiative digital_manager

Loyalty Rewards Enhancement marketing_manager

Outcome Metrics

avg_clv avg_product_count full_relationship_pct

segment_optimization

strategic

Actions to improve segment mix and move members up

⚡ high_value_percentage < 22 — High-value segment below target

⚡ transactional_percentage > 30 — Too many members in low-value segment

⚡ segment_migration < 0 — Members moving down segments

Available Actions

Emerging Segment Upgrade Program member_services_manager

Core Member Activation marketing_manager

Transactional Member Conversion retail_manager

Premium Member Retention executive

Outcome Metrics

high_value_percentage segment_distribution

retention_investment

financial

Decisions on retention program funding and ROI

⚡ retention_rate < 92 — Retention rate below target

⚡ churn_cost > 500000 — Churn cost exceeding projections

⚡ retention_roi = true — Quarterly retention ROI review

Available Actions

Increase Retention Budget cfo

Launch Targeted Retention Program executive

Retention Technology Investment cto

Retention Staff Training hr_manager

Outcome Metrics

retention_rate retention_roi program_effectiveness

value_driver_improvement

operational

Actions to improve specific CLV value drivers

⚡ product_penetration < 3.2 — Product penetration below benchmark

⚡ digital_engagement < 60 — Digital engagement below benchmark

⚡ driver_gap > 20% — Significant gap to benchmark on any driver

Available Actions

Product Bundling Strategy product_manager

Digital Migration Campaign digital_manager

Lending Product Promotion lending_manager

Deposit Growth Initiative deposit_manager

Outcome Metrics

avg_product_count digital_engagement_score loan_utilization_score

Authority Levels

Level	Role	Can Approve
1	CLV Analyst	—
2	Member Services Manager	personal_outreachservice_recoveryemerging_upgrade
3	Marketing Manager	product_bundlingcross_sell_campaigncore_activationloyalty_rewards
3	Retail Banking Manager	retention_offerrelationship_deepeningtransactional_conversion
3	Product Manager	product_bundling_strategy
3	Digital Manager	digital_adoptiondigital_migration
5	Chief Financial Officer	increase_retention_budget
5	Chief Marketing Officer	targeted_retention_program
6	Executive Team	premium_retention_focustargeted_retention_programretention_technology

Decision States & Workflow

8 states

stateDiagram-v2


    [*] --> surfaced




    [*] --> acknowledged




    [*] --> analyzing




    [*] --> action_planned




    [*] --> action_taken





    outcome_measured --> [*]




    deferred --> [*]




    dismissed --> [*]

Primary Workflow Path

Surfaced

→

Acknowledged

→

Analyzing

→

Action Planned

→

Action Taken

→

Terminal States:

Outcome Measured (terminal)

Deferred (terminal)

Dismissed (terminal)

State Definitions

State	ID	Description	Terminal
Surfaced	surfaced	CLV insight identified, awaiting review	No
Acknowledged	acknowledged	Responsible party has reviewed	No
Analyzing	analyzing	ROI and impact analysis in progress	No
Action Planned	action_planned	Intervention strategy defined	No
Action Taken	action_taken	Program or intervention launched	No
Outcome Measured	outcome_measured	Results tracked and CLV impact quantified	Yes
Deferred	deferred	Postponed with rationale	Yes (requires rationale)
Dismissed	dismissed	Not actionable with rationale	Yes (requires rationale)

SLA Definitions

Decision Type	Response Window	Escalation Path
churn_intervention	48_hours	member_services_manager (12_hours) → retail_manager (24_hours) → vp_member_experience (48_hours)
value_growth	14_days	marketing_manager (3_days) → retail_manager (7_days) → cmo (14_days)
segment_optimization	30_days	analytics_manager (7_days) → member_services_director (14_days) → coo (30_days)
retention_investment	30_days	finance_manager (7_days) → cfo (14_days) → ceo (30_days)
value_driver_improvement	14_days	product_manager (3_days) → retail_manager (7_days) → coo (14_days)

Entity-Relationship Model

erDiagram
    MEMBER_CLV {
        string member_id
        currency calculated_clv
        enum clv_segment
        integer clv_percentile
        enum churn_risk_level
    }
    VALUE_DRIVER {
        string driver_name
        decimal contribution_pct
        decimal current_score
        decimal benchmark
    }
    CHURN_RISK {
        enum risk_level
        decimal churn_probability
        currency at_risk_value
    }

Entity Details

Member CLV

Lifetime value calculations and member attributes

5 attrs

Attribute	Type	Key
member_id	string
calculated_clv	currency
clv_segment	enum
clv_percentile	integer
churn_risk_level	enum

Value Driver

Factors contributing to member lifetime value

4 attrs

Attribute	Type	Key
driver_name	string
contribution_pct	decimal
current_score	decimal
benchmark	decimal

Churn Risk

Member attrition risk assessment

3 attrs

Attribute	Type	Key
risk_level	enum
churn_probability	decimal
at_risk_value	currency