The financial performance of a company is evaluated by two models in the marketing and sale phase of business cycle: tactically
oriented customer profitability analysis model (CPA) and strategically oriented customer lifetime value model (CLTV). The
article builds on the author’s paper Analysis of customer lifetime value model: Literature review by analyzing real data provided
by a company which belongs to market leaders in its segment: customers’ profitability, creditworthiness and payment
performance of customers were analyzed between 2010 and 2014.