How to do it...

To implement this recipe, do the following:

1. Create the following measure:

CLTV = 
    VAR __Customers = COUNTROWS(VALUES('R06_Table'[Customer]))
    VAR __MaxDate = MAX('R06_Table'[Date])
    VAR __MinDate = MIN('R06_Table'[Date])
    VAR __Years = 
        IF(
            (__MaxDate - __MinDate) * 1. > 365,
            YEAR(__MaxDate) - YEAR(__MinDate) + 1,
            1
        )
    VAR __AveragePurchaseFrequency = 
            DIVIDE(
                COUNTROWS('R06_Table'), 
                __Years, 
                BLANK()
            )
    VAR __AveragePurchaseValue = AVERAGE('R06_Table'[Value])
    VAR __AverageCustomerValue = __AveragePurchaseValue * __AveragePurchaseFrequency
    VAR __AverageCustomerLifespan = 1/[Yearly Churn Rate]
RETURN
    DIVIDE(__AverageCustomerValue * __AverageCustomerLifespan, __Customers, BLANK())

2. On a report page, create a card visualization and place the measure, CLTV, into the Fields area of the visualization.