{"id":4166,"date":"2026-11-02T09:58:36","date_gmt":"2026-11-02T09:58:36","guid":{"rendered":"https:\/\/wpcalc.com\/tr\/finans\/musteri-yasam-boyu-degeri-clv-hesaplama\/"},"modified":"2026-11-02T09:58:36","modified_gmt":"2026-11-02T09:58:36","slug":"musteri-yasam-boyu-degeri-clv-hesaplama","status":"publish","type":"post","link":"https:\/\/wpcalc.com\/tr\/finans\/musteri-yasam-boyu-degeri-clv-hesaplama\/","title":{"rendered":"M\u00fc\u015fteri ya\u015fam boyu de\u011feri (CLV) hesaplama arac\u0131"},"content":{"rendered":"<section class=\"not-prose calculator-box\" aria-labelledby=\"calculator-title\"><div class=\"flex items-baseline sm:items-center justify-between gap-2 sm:gap-3\"><div class=\"flex flex-col sm:flex-row sm:items-center gap-2\"><span class=\"icon icon-calculator text-primary-700! text-base! dark:text-primary-300!\" aria-hidden=\"true\"><\/span><h2 id=\"calculator-title\" class=\"text-lg font-display font-bold\">Bir m\u00fc\u015fterinin \u00f6m\u00fcr boyu ne kadar de\u011ferli oldu\u011funu hesaplay\u0131n<\/h2><\/div><div class=\"calcdash-favorite group\">\n  <button type=\"button\" class=\"favorite\" id=\"favorite\" data-favorite-id=\"4166\" data-favorite-title=\"CLV\" data-favorite-url=\"https:\/\/wpcalc.com\/tr\/finans\/musteri-yasam-boyu-degeri-clv-hesaplama\/\" data-favorite-excerpt=\"\u00dcr\u00fcn sat\u0131\u015f\u0131 ya da abonelik i\u015fletmeleri i\u00e7in m\u00fc\u015fteri ya\u015fam boyu de\u011ferini hesaplay\u0131n. Sipari\u015f de\u011feri, marj, elde tutma ve m\u00fc\u015fteri edinme maliyetini girerek CLV&#039;yi, iskonto edilmi\u015f bug\u00fcnk\u00fc de\u011feri, CLV:CAC oran\u0131n\u0131 ve CAC geri \u00f6deme s\u00fcresini elde edin.\" aria-label=\"Favorilere ekle\" data-favorite-icon=\"icon icon-investment\">\n    <span class=\"icon icon-shape-star-empty\" aria-hidden=\"true\"><\/span>\n  <\/button>\n  <div class=\"calcdash-favorite__tip\" aria-hidden=\"true\">\n   <span class=\"favorite-tooltip\" id=\"favorite-tooltip\"><\/span>\n  <\/div>\n  <span class=\"sr-only\" role=\"status\" id=\"favorite-status\"><\/span>\n<\/div><\/div><form action=\"https:\/\/wpcalc.com\/tr\/finans\/musteri-yasam-boyu-degeri-clv-hesaplama\/\" method=\"POST\" class=\"calculator\" id=\"calculator-4166\" data-post=\"4166\"><fieldset class=\"fieldset-input is-2\"><legend class=\"sr-only\">Giri\u015f alanlar\u0131<\/legend><div class=\"field is-single\" id=\"input-1\"><label for=\"field-1\">\u0130\u015f modeli<\/label><div class=\"grid grid-cols-1\"><select id=\"field-1\" name=\"_modeli\"><option value=\"purchase\" selected>\u00dcr\u00fcn sat\u0131\u015f\u0131 \u2014 tekrar eden sat\u0131n almalar<\/option><option value=\"sub\">Abonelik<\/option><\/select><svg class=\"pointer-events-none col-start-1 row-start-1 mr-2 size-5 self-center justify-self-end text-gray-500 sm:size-4\" viewBox=\"0 0 16 16\" fill=\"currentColor\" aria-hidden=\"true\" data-slot=\"icon\">\n              <path fill-rule=\"evenodd\" d=\"M4.22 6.22a.75.75 0 0 1 1.06 0L8 8.94l2.72-2.72a.75.75 0 1 1 1.06 1.06l-3.25 3.25a.75.75 0 0 1-1.06 0L4.22 7.28a.75.75 0 0 1 0-1.06Z\" clip-rule=\"evenodd\" \/>\n            <\/svg><\/div><\/div><div class=\"is-single field\" id=\"input-2\"><span class=\"font-semibold\">M\u00fc\u015fterileriniz (\u00fcr\u00fcn sat\u0131\u015flar\u0131)<\/span><\/div><div class=\"field has-term\" id=\"input-3\"><label for=\"field-3\">Ortalama sipari\u015f de\u011feri<\/label><div class=\"term\">AOV<\/div>  <div class=\"absolute bottom-0 left-16 top-8 w-2 h-0.5 bg-blue-500\"><\/div><input type=\"text\" name=\"ortalama_sipari_deeri\" id=\"field-3\" aria-describedby=\"calc-unit-3\" data-number inputmode=\"decimal\" autocomplete=\"off\" spellcheck=\"false\" min=\"0.01\" value=\"60\"\/><div class=\"unit\" id=\"calc-unit-3\">$<\/div><\/div><div class=\"field has-term\" id=\"input-4\"><label for=\"field-4\">Y\u0131lda sat\u0131n alma say\u0131s\u0131<\/label><div class=\"term\">f<\/div>  <div class=\"absolute bottom-0 left-16 top-8 w-2 h-0.5 bg-blue-500\"><\/div><input type=\"text\" name=\"ylda_satn_alma_says\" id=\"field-4\" aria-describedby=\"calc-unit-4 calc-info-4\" data-number inputmode=\"decimal\" autocomplete=\"off\" spellcheck=\"false\" min=\"0\" value=\"4\"\/><div class=\"unit\" id=\"calc-unit-4\">\/y\u0131l<\/div><small id=\"calc-info-4\">Ortalama bir m\u00fc\u015fterinin bir y\u0131lda verdi\u011fi sipari\u015f say\u0131s\u0131.<\/small><\/div><div class=\"field has-term\" id=\"input-5\"><label for=\"field-5\">Br\u00fct k\u00e2r marj\u0131<\/label><div class=\"term\">m<\/div>  <div class=\"absolute bottom-0 left-16 top-8 w-2 h-0.5 bg-blue-500\"><\/div><input type=\"text\" name=\"brt_kr_marj\" id=\"field-5\" aria-describedby=\"calc-unit-5\" data-number inputmode=\"decimal\" autocomplete=\"off\" spellcheck=\"false\" min=\"0\" max=\"100\" value=\"50\"\/><div class=\"unit\" id=\"calc-unit-5\">%<\/div><\/div><div class=\"field has-term\" id=\"input-6\"><label for=\"field-6\">M\u00fc\u015fteri \u00f6mr\u00fc<\/label><div class=\"term\">L<\/div>  <div class=\"absolute bottom-0 left-16 top-8 w-2 h-0.5 bg-blue-500\"><\/div><div class=\"field-group\"><input type=\"text\" name=\"mteri_mr\" id=\"field-6\" aria-describedby=\"calc-info-6\" data-number inputmode=\"decimal\" autocomplete=\"off\" spellcheck=\"false\" min=\"0\" value=\"3\"\/><div class=\"grid grid-cols-1\"><select id=\"field-7\" name=\"esas\" aria-label=\"Esas\"><option value=\"years\" selected>Y\u0131l<\/option><option value=\"churn\">Y\u0131ll\u0131k churn (%)<\/option><\/select><svg class=\"pointer-events-none col-start-1 row-start-1 mr-2 size-5 self-center justify-self-end text-gray-500 sm:size-4\" viewBox=\"0 0 16 16\" fill=\"currentColor\" aria-hidden=\"true\" data-slot=\"icon\">\n              <path fill-rule=\"evenodd\" d=\"M4.22 6.22a.75.75 0 0 1 1.06 0L8 8.94l2.72-2.72a.75.75 0 1 1 1.06 1.06l-3.25 3.25a.75.75 0 0 1-1.06 0L4.22 7.28a.75.75 0 0 1 0-1.06Z\" clip-rule=\"evenodd\" \/>\n            <\/svg><\/div><\/div><small id=\"calc-info-6\">Y\u0131l cinsinden ortalama bir \u00f6m\u00fcr girin ya da y\u0131ll\u0131k churn oran\u0131 \u2014 churn ile \u00f6m\u00fcr = 1 \u00f7 churn.<\/small><\/div><div class=\"is-single field\" id=\"input-7\" hidden><span class=\"font-semibold\">Aboneleriniz<\/span><\/div><div class=\"field has-term\" id=\"input-8\" hidden><label for=\"field-9\">Kullan\u0131c\u0131 ba\u015f\u0131na ayl\u0131k gelir<\/label><div class=\"term\">ARPU<\/div>  <div class=\"absolute bottom-0 left-16 top-8 w-2 h-0.5 bg-blue-500\"><\/div><input type=\"text\" name=\"kullanc_bana_aylk_gelir\" id=\"field-9\" aria-describedby=\"calc-unit-9\" data-number inputmode=\"decimal\" autocomplete=\"off\" spellcheck=\"false\" min=\"0.01\" value=\"25\"\/><div class=\"unit\" id=\"calc-unit-9\">$\/ay<\/div><\/div><div class=\"field has-term\" id=\"input-9\" hidden><label for=\"field-10\">Br\u00fct k\u00e2r marj\u0131<\/label><div class=\"term\">m<\/div>  <div class=\"absolute bottom-0 left-16 top-8 w-2 h-0.5 bg-blue-500\"><\/div><input type=\"text\" name=\"brt_kr_marj\" id=\"field-10\" aria-describedby=\"calc-unit-10\" data-number inputmode=\"decimal\" autocomplete=\"off\" spellcheck=\"false\" min=\"0\" max=\"100\" value=\"80\"\/><div class=\"unit\" id=\"calc-unit-10\">%<\/div><\/div><div class=\"field\" id=\"input-10\" hidden><label for=\"field-11\">Ayl\u0131k churn<\/label><input type=\"text\" name=\"aylk_churn\" id=\"field-11\" aria-describedby=\"calc-unit-11 calc-info-11\" data-number inputmode=\"decimal\" autocomplete=\"off\" spellcheck=\"false\" min=\"0\" max=\"100\" value=\"5\"\/><div class=\"unit\" id=\"calc-unit-11\">%<\/div><small id=\"calc-info-11\">Her ay aboneli\u011fini iptal eden abonelerin oran\u0131 \u2014 %5 ayl\u0131k churn, ortalamada 20 ayl\u0131k kal\u0131\u015f demektir.<\/small><\/div><div class=\"is-single field\" id=\"input-11\"><span class=\"font-semibold\">\u0130ste\u011fe ba\u011fl\u0131 \u2014 iskonto ve edinme maliyeti<\/span><\/div><div class=\"field has-term\" id=\"input-12\"><label for=\"field-13\">\u0130skonto oran\u0131<\/label><div class=\"term\">d<\/div>  <div class=\"absolute bottom-0 left-16 top-8 w-2 h-0.5 bg-blue-500\"><\/div><input type=\"text\" name=\"skonto_oran\" id=\"field-13\" aria-describedby=\"calc-unit-13 calc-info-13\" data-number inputmode=\"decimal\" autocomplete=\"off\" spellcheck=\"false\" min=\"0\" max=\"90\" value=\"10\"\/><div class=\"unit\" id=\"calc-unit-13\">%<\/div><small id=\"calc-info-13\">Gelecekteki k\u00e2rlar\u0131 bug\u00fcnk\u00fc de\u011ferine indirmek i\u00e7in kullan\u0131lan y\u0131ll\u0131k orand\u0131r. \u0130skonto uygulanmam\u0131\u015f sonu\u00e7 i\u00e7in 0 girin.<\/small><\/div><div class=\"field has-term\" id=\"input-13\"><label for=\"field-14\">M\u00fc\u015fteri edinme maliyeti<\/label><div class=\"term\">CAC<\/div>  <div class=\"absolute bottom-0 left-16 top-8 w-2 h-0.5 bg-blue-500\"><\/div><input type=\"text\" name=\"mteri_edinme_maliyeti\" id=\"field-14\" aria-describedby=\"calc-unit-14 calc-info-14\" data-number inputmode=\"decimal\" autocomplete=\"off\" spellcheck=\"false\" min=\"0\" value=\"50\"\/><div class=\"unit\" id=\"calc-unit-14\">$<\/div><small id=\"calc-info-14\">Tek bir m\u00fc\u015fteri kazanmak i\u00e7in yap\u0131lan pazarlama ve sat\u0131\u015f harcamas\u0131d\u0131r. CLV:CAC oran\u0131 ve geri \u00f6deme s\u00fcresini atlamak i\u00e7in bo\u015f b\u0131rak\u0131n.<\/small><\/div><\/fieldset><div class=\"buttons\"><button type=\"submit\" data-text=\"Yeniden hesapla\" id=\"calculate-button\" data-post=\"4166\">Hesapla<\/button><button type=\"reset\">S\u0131f\u0131rla<\/button><\/div><div class=\"field is-checkbox hidden!\" id=\"field-auto-calc\"><input type=\"checkbox\" id=\"auto-calc\"><label for=\"auto-calc\">Otomatik hesapla<\/label><small>Etkinle\u015ftirilirse, herhangi bir de\u011feri de\u011fi\u015ftirdi\u011finizde sonu\u00e7 otomatik olarak g\u00fcncellenir.<\/small><\/div><div class=\"fieldset-result is-hidden\" aria-labelledby=\"result-title\" aria-live=\"polite\" role=\"region\"> <h3 class=\"result-title bg-gradient-to-r from-primary-50 to-gray-50 dark:from-primary-900 dark:to-gray-800\" id=\"result-title\"><span class=\"icon icon-s-pulse\" aria-hidden=\"true\"><\/span> CLV Analiziniz<\/h3><div class=\"result-box\"><div class=\"field-result is-column\" id=\"output-1\"><span class=\"field-title\"><span>\u00d6zet<\/span><\/span><span class=\"field-value\" id=\"result-1\"><\/span><button type=\"button\" class=\"copy-result\" data-tooltip=\"Sonucu kopyala\" aria-label=\"Sonucu kopyala\"><span class=\"copy-icon icon icon-document-copy\" aria-hidden=\"true\"><\/span><\/button><\/div><div class=\"field-result\" id=\"output-2\"><span class=\"field-title\"><span>M\u00fc\u015fteri ya\u015fam boyu de\u011feri (CLV)<\/span><\/span><span class=\"field-value\" id=\"result-2\" data-unit=\"$\"><\/span><button type=\"button\" class=\"copy-result\" data-tooltip=\"Sonucu kopyala\" aria-label=\"Sonucu kopyala\"><span class=\"copy-icon icon icon-document-copy\" aria-hidden=\"true\"><\/span><\/button><\/div><div class=\"field-result\" id=\"output-3\"><span class=\"field-title\"><span>M\u00fc\u015fteri ba\u015f\u0131na y\u0131ll\u0131k br\u00fct k\u00e2r<\/span><\/span><span class=\"field-value\" id=\"result-3\" data-unit=\"$\/y\u0131l\"><\/span><button type=\"button\" class=\"copy-result\" data-tooltip=\"Sonucu kopyala\" aria-label=\"Sonucu kopyala\"><span class=\"copy-icon icon icon-document-copy\" aria-hidden=\"true\"><\/span><\/button><\/div><div class=\"field-result\" id=\"output-4\"><span class=\"field-title\"><span>M\u00fc\u015fteri ba\u015f\u0131na ayl\u0131k br\u00fct k\u00e2r<\/span><\/span><span class=\"field-value\" id=\"result-4\" data-unit=\"$\/ay\"><\/span><button type=\"button\" class=\"copy-result\" data-tooltip=\"Sonucu kopyala\" aria-label=\"Sonucu kopyala\"><span class=\"copy-icon icon icon-document-copy\" aria-hidden=\"true\"><\/span><\/button><\/div><div class=\"field-result\" id=\"output-5\"><span class=\"field-title\"><span>Beklenen m\u00fc\u015fteri \u00f6mr\u00fc<\/span><\/span><span class=\"field-value\" id=\"result-5\"><\/span><button type=\"button\" class=\"copy-result\" data-tooltip=\"Sonucu kopyala\" aria-label=\"Sonucu kopyala\"><span class=\"copy-icon icon icon-document-copy\" aria-hidden=\"true\"><\/span><\/button><\/div><div class=\"field-result\" id=\"output-6\"><span class=\"field-title\"><span>\u0130skonto uygulanm\u0131\u015f CLV (bug\u00fcnk\u00fc de\u011fer)<\/span><\/span><span class=\"field-value\" id=\"result-6\" data-unit=\"$\"><\/span><button type=\"button\" class=\"copy-result\" data-tooltip=\"Sonucu kopyala\" aria-label=\"Sonucu kopyala\"><span class=\"copy-icon icon icon-document-copy\" aria-hidden=\"true\"><\/span><\/button><\/div><div class=\"field-result\" id=\"output-7\"><span class=\"field-title\"><span>CLV : CAC oran\u0131<\/span><\/span><span class=\"field-value\" id=\"result-7\" data-unit=\": 1\"><\/span><button type=\"button\" class=\"copy-result\" data-tooltip=\"Sonucu kopyala\" aria-label=\"Sonucu kopyala\"><span class=\"copy-icon icon icon-document-copy\" aria-hidden=\"true\"><\/span><\/button><\/div><div class=\"field-result\" id=\"output-8\"><span class=\"field-title\"><span>CAC geri \u00f6deme s\u00fcresi<\/span><\/span><span class=\"field-value\" id=\"result-8\" data-unit=\"ay\"><\/span><button type=\"button\" class=\"copy-result\" data-tooltip=\"Sonucu kopyala\" aria-label=\"Sonucu kopyala\"><span class=\"copy-icon icon icon-document-copy\" aria-hidden=\"true\"><\/span><\/button><\/div><div class=\"field-result is-column\" id=\"output-9\"><span class=\"field-title\"><span>CLV:CAC sa\u011fl\u0131k kontrol\u00fc<\/span><\/span><span class=\"field-value\" id=\"result-9\"><\/span><button type=\"button\" class=\"copy-result\" data-tooltip=\"Sonucu kopyala\" aria-label=\"Sonucu kopyala\"><span class=\"copy-icon icon icon-document-copy\" aria-hidden=\"true\"><\/span><\/button><\/div><\/div><div class=\"result-actions\"><button type=\"button\" class=\"copy-link\"><svg viewBox=\"0 0 20 20\" fill=\"currentColor\" aria-hidden=\"true\"><path d=\"M12.232 4.232a2.5 2.5 0 0 1 3.536 3.536l-1.225 1.224a.75.75 0 0 0 1.061 1.06l1.224-1.224a4 4 0 0 0-5.656-5.656l-3 3a4 4 0 0 0 .225 5.865.75.75 0 0 0 .977-1.138 2.5 2.5 0 0 1-.142-3.667l3-3Z\"\/><path d=\"M11.603 7.963a.75.75 0 0 0-.977 1.138 2.5 2.5 0 0 1 .142 3.667l-3 3a2.5 2.5 0 0 1-3.536-3.536l1.225-1.224a.75.75 0 0 0-1.061-1.06l-1.224 1.224a4 4 0 1 0 5.656 5.656l3-3a4 4 0 0 0-.225-5.865Z\"\/><\/svg><span class=\"copy-link__text\">Bu hesaplaman\u0131n ba\u011flant\u0131s\u0131n\u0131 kopyala<\/span><\/button><span class=\"sr-only\" role=\"status\" id=\"copy-link-status\"><\/span><\/div><\/div><a href=\"#respond\" class=\"hidden transition-opacity duration-300 opacity-0 w-50 text-sm justify-center items-center gap-2 px-4 py-2 rounded bg-gray-200 text-gray-700 hover:bg-gray-300\" id=\"leave-comment\"><span class=\"icon icon-comments\" aria-hidden=\"true\"><\/span>Yorum b\u0131rak<\/a><\/form><\/section><section id=\"calc-reactions\" class=\"not-prose hidden my-12 bg-gradient-to-r from-primary-50 to-gray-50 border border-indigo-100 rounded-xl px-6 py-4 shadow-sm\" data-post=\"4166\" aria-live=\"polite\" aria-labelledby=\"calc-reactions-title\"><p id=\"calc-reactions-title\" class=\"text-sm text-gray-500 text-center mb-2\">Bu sonu\u00e7 hakk\u0131nda ne d\u00fc\u015f\u00fcn\u00fcyorsunuz?<\/p><div role=\"group\" aria-labelledby=\"calc-reactions-title\" class=\"grid grid-cols-3 sm:flex sm:flex-row sm:justify-around gap-4 sm:items-center sm:flex-wrap\"><button type=\"button\" aria-pressed=\"false\" class=\"reaction-btn flex flex-col items-center gap-1 text-sm text-gray-700 hover:text-primary-600 cursor-pointer transition-transform hover:scale-105\" data-reaction=\"like\"><span class=\"reaction-count\" data-reaction-count=\"like\">0<\/span><span class=\"reaction text-3xl\" aria-hidden=\"true\">\ud83d\ude00 <\/span><span class=\"reaction-description font-medium\">Be\u011fendim <\/span><\/button><button type=\"button\" aria-pressed=\"false\" class=\"reaction-btn flex flex-col items-center gap-1 text-sm text-gray-700 hover:text-primary-600 cursor-pointer transition-transform hover:scale-105\" data-reaction=\"helpful\"><span class=\"reaction-count\" data-reaction-count=\"helpful\">0<\/span><span class=\"reaction text-3xl\" aria-hidden=\"true\">\ud83d\udca1 <\/span><span class=\"reaction-description font-medium\">Faydal\u0131 <\/span><\/button><button type=\"button\" aria-pressed=\"false\" class=\"reaction-btn flex flex-col items-center gap-1 text-sm text-gray-700 hover:text-primary-600 cursor-pointer transition-transform hover:scale-105\" data-reaction=\"confused\"><span class=\"reaction-count\" data-reaction-count=\"confused\">0<\/span><span class=\"reaction text-3xl\" aria-hidden=\"true\">\ud83d\ude15 <\/span><span class=\"reaction-description font-medium\">Kafam kar\u0131\u015ft\u0131 <\/span><\/button><button type=\"button\" aria-pressed=\"false\" class=\"reaction-btn flex flex-col items-center gap-1 text-sm text-gray-700 hover:text-primary-600 cursor-pointer transition-transform hover:scale-105\" data-reaction=\"disappointed\"><span class=\"reaction-count\" data-reaction-count=\"disappointed\">0<\/span><span class=\"reaction text-3xl\" aria-hidden=\"true\">\ud83d\ude1e <\/span><span class=\"reaction-description font-medium\">Hayal k\u0131r\u0131kl\u0131\u011f\u0131 <\/span><\/button><button type=\"button\" aria-pressed=\"false\" class=\"reaction-btn flex flex-col items-center gap-1 text-sm text-gray-700 hover:text-primary-600 cursor-pointer transition-transform hover:scale-105\" data-reaction=\"inaccurate\"><span class=\"reaction-count\" data-reaction-count=\"inaccurate\">0<\/span><span class=\"reaction text-3xl\" aria-hidden=\"true\">\u274c <\/span><span class=\"reaction-description font-medium\">Hatal\u0131 <\/span><\/button><\/div><div id=\"reaction-message\" class=\"hidden mt-8 rounded-md border border-primary-100 bg-white\/50 backdrop-blur-sm px-4 py-2 text-sm text-center shadow-sm\"><\/div><\/section><div class=\"calcdash-ad not-prose calcdash-ad--calc_result calcdash-ad--in-article\"><ins class=\"adsbygoogle\" style=\"display:block\" data-ad-client=\"ca-pub-1721569815777345\" data-ad-slot=\"6317458308\" data-ad-layout=\"in-article\" data-ad-format=\"fluid\"><\/ins><script>(adsbygoogle = window.adsbygoogle || []).push({});<\/script><\/div>\n<style id=\"wpcoderpro-inline-1\">.formula-box {\r\n\tborder-bottom: none !important;\r\n}<\/style><section class=\"formula-box\" aria-labelledby=\"formula-title\">\r\n\t<div id=\"formula-title\" class=\"not-prose font-display mb-4\"><span class=\"icon icon-formula\" aria-hidden=\"true\"><\/span><h2>CLV form\u00fcl\u00fc<\/h2><\/div>\r\n\t<figure class=\"not-prose formula\">\r\n\t\t<figcaption class=\"formula-title\">Form\u00fcl<\/figcaption>\r\n\t\t<div class=\"text-base text-gray-800\" id=\"formula\">\n\\[ \\text{CLV} = AOV \\times f \\times \\frac{m}{100} \\times L \\\\\n\\[ \\text{CLV} = \\frac{ARPU \\times \\dfrac{m}{100} \\times 12}{c} \\\\\n\\[ \\text{CLV}_{disc} = \\sum_{t=1}^{L} \\frac{AOV \\times f \\times \\frac{m}{100}}{(1+d)^{t}}\n<\/div>\r\n\t<\/figure>\r\n\t<\/p>\n<p><strong>Burada:<\/strong><\/p>\n<ul>\n<li>\\(AOV\\) \u2014 ortalama sipari\u015f de\u011feri ($)<\/li>\n<li>\\(f\\) \u2014 sat\u0131n alma s\u0131kl\u0131\u011f\u0131: m\u00fc\u015fteri ba\u015f\u0131na y\u0131lda yap\u0131lan sipari\u015f say\u0131s\u0131<\/li>\n<li>\\(m\\) \u2014 br\u00fct k\u00e2r marj\u0131 (%); yani gelirden sat\u0131lan mal\u0131n maliyeti d\u00fc\u015f\u00fclm\u00fc\u015f tutar<\/li>\n<li>\\(L\\) \u2014 ortalama m\u00fc\u015fteri ya\u015fam s\u00fcresi (y\u0131l); kay\u0131p oran\u0131yla \\(L = 1 \\div c\\)<\/li>\n<li>\\(ARPU\\) \u2014 kullan\u0131c\u0131 ba\u015f\u0131na ayl\u0131k gelir ($\/ay)<\/li>\n<li>\\(c\\) \u2014 m\u00fc\u015fteri kay\u0131p oran\u0131: aboneliklerde ayl\u0131k kay\u0131p, \u00fcr\u00fcn i\u015fletmelerinde y\u0131ll\u0131k kay\u0131p (ay cinsinden)<\/li>\n<li>\\(d\\) \u2014 y\u0131ll\u0131k iskonto oran\u0131 (%); gelecekteki k\u00e2r\u0131 bug\u00fcnk\u00fc parayla ifade etmeye yarar<\/li>\n<\/ul>\n<p>\u0130lk form\u00fcl tekrarlayan \u00fcr\u00fcn al\u0131mlar\u0131na uygulan\u0131r: m\u00fc\u015fteri ba\u015f\u0131na y\u0131ll\u0131k br\u00fct k\u00e2r \u00e7arp\u0131 ya\u015fam s\u00fcresi. \u0130kincisi bunun abonelik e\u015fde\u011feridir; \u00e7\u00fcnk\u00fc ayl\u0131k k\u00e2r\u0131n ayl\u0131k kay\u0131p oran\u0131na b\u00f6l\u00fcnmesi, k\u00e2r\u0131n ya\u015fam s\u00fcresiyle \u00e7arp\u0131lmas\u0131na denk d\u00fc\u015fer. \u00dc\u00e7\u00fcnc\u00fcs\u00fc ise gelecekteki k\u00e2r ak\u0131\u015flar\u0131n\u0131 iskonto eder; b\u00f6ylece y\u0131llar sonra kazan\u0131lacak paran\u0131n de\u011feri bug\u00fcn do\u011fru bi\u00e7imde hesaplan\u0131r.<\/p>\n<p>\r\n<\/section>\n<style id=\"wpcoderpro-inline-2\">.calculation-box {\r\n\tborder-bottom: none !important;\r\n}<\/style><section id=\"calculation\" class=\"calculation-box\" aria-labelledby=\"calculation-title\">\r\n\t<div id=\"calculation-title\" class=\"not-prose font-display\"><span class=\"icon icon-unordered-list\" aria-hidden=\"true\"><\/span><h2>CLV \u2013 hesaplama \u00f6rne\u011fi<\/h2><\/div>\r\n\r\n<\/p>\n<p><strong>\u00d6rnek:<\/strong> hesaplay\u0131c\u0131n\u0131n varsay\u0131lan de\u011ferleriyle bir internet ma\u011fazas\u0131 \u2014 60 $ ortalama sipari\u015f de\u011feri, y\u0131lda 4 sat\u0131n alma, %50 br\u00fct k\u00e2r marj\u0131, 3 y\u0131l ortalama m\u00fc\u015fteri ya\u015fam s\u00fcresi, %10 iskonto oran\u0131 ve 50 $ m\u00fc\u015fteri edinme maliyeti.<\/p>\n<p>\\[ \\text{Y\u0131ll\u0131k k\u00e2r} = 60 \\times 4 \\times 0.50 = 120 \\text{ \\$\/y\u0131l} \\]<\/p>\n<p>\\[ \\text{CLV} = 120 \\times 3 = 360 \\text{ \\$} \\]<\/p>\n<p>\\[ \\text{CLV}_{disc} = \\frac{120}{1.1} + \\frac{120}{1.1^2} + \\frac{120}{1.1^3} = 298.42 \\text{ \\$} \\]<\/p>\n<p>\\[ \\text{CLV:CAC} = \\frac{360}{50} = 7.2 \\text{ : 1}, \\qquad \\text{Geri \u00f6deme} = \\frac{50}{\\;10\\text{ \\$\/ay}\\;} = 5 \\text{ ay} \\]<\/p>\n<p><strong>Sonu\u00e7:<\/strong> CLV = 360 $ (y\u0131ll\u0131k %10 iskontolu bug\u00fcnk\u00fc de\u011fer 298,42 $), CLV:CAC oran\u0131 7,2 : 1 ve CAC geri \u00f6deme s\u00fcresi 5 ay.<\/p>\n<p>\n\r\n<\/section>\n<h2>Hesaplama arac\u0131 nas\u0131l kullan\u0131l\u0131r?<\/h2>\n<ol>\n<li><strong>\u0130\u015f modelinizi<\/strong> se\u00e7in: \"\u00dcr\u00fcn sat\u0131\u015f\u0131 \u2014 tekrarlayan al\u0131mlar\" ya da \"Abonelik\". Giri\u015f alanlar\u0131 se\u00e7ime g\u00f6re de\u011fi\u015fir.<\/li>\n<li>\u00dcr\u00fcn sat\u0131\u015f\u0131 i\u00e7in <strong>ortalama sipari\u015f de\u011ferini<\/strong>, <strong>y\u0131ll\u0131k sat\u0131n alma say\u0131s\u0131n\u0131<\/strong> ve <strong>br\u00fct k\u00e2r marj\u0131n\u0131<\/strong> y\u00fczde olarak girin.<\/li>\n<li><strong>M\u00fc\u015fteri ya\u015fam s\u00fcresini<\/strong> girin. \"Temel\" se\u00e7icisiyle ortalama bir y\u0131l de\u011feri ya da y\u0131ll\u0131k kay\u0131p oran\u0131 girebilirsiniz \u2014 hesaplay\u0131c\u0131, kay\u0131p oran\u0131n\u0131 \\(L = 1 \\div \\text{kay\u0131p oran\u0131}\\) form\u00fcl\u00fcyle ya\u015fam s\u00fcresine \u00e7evirir; y\u0131lda %25 kay\u0131p, 4 y\u0131ll\u0131k ya\u015fam s\u00fcresi demektir.<\/li>\n<li>Abonelikte bunun yerine <strong>kullan\u0131c\u0131 ba\u015f\u0131na ayl\u0131k geliri<\/strong>, <strong>br\u00fct k\u00e2r marj\u0131n\u0131<\/strong> ve <strong>ayl\u0131k kay\u0131p oran\u0131n\u0131<\/strong> girin.<\/li>\n<li>\u0130ste\u011fe ba\u011fl\u0131 olarak y\u0131ll\u0131k bir <strong>iskonto oran\u0131<\/strong> belirleyerek gelecekteki k\u00e2rlar\u0131n bug\u00fcnk\u00fc de\u011ferini g\u00f6r\u00fcn; ayr\u0131ca bir <strong>m\u00fc\u015fteri edinme maliyeti<\/strong> girerek CLV:CAC oran\u0131n\u0131, CAC geri \u00f6deme s\u00fcresini ve 3:1 k\u0131yaslama de\u011ferine g\u00f6re bir sa\u011fl\u0131k kontrol\u00fc elde edin.<\/li>\n<\/ol>\n<h2>M\u00fc\u015fteri ya\u015fam boyu de\u011feri ne anlama gelir?<\/h2>\n<p>M\u00fc\u015fteri ya\u015fam boyu de\u011feri (CLV), ortalama bir m\u00fc\u015fterinin sizinle i\u015f yapt\u0131\u011f\u0131 b\u00fct\u00fcn s\u00fcre boyunca \u00fcretti\u011fi toplam br\u00fct k\u00e2rd\u0131r \u2014 onu kazanman\u0131n maliyeti hen\u00fcz d\u00fc\u015f\u00fclmeden. Birim ekonomisinin en temel sorusunu yan\u0131tlar: tek bir m\u00fc\u015fteri i\u015fletmeye maliyetinden daha fazla de\u011fer mi katar? Hesaplay\u0131c\u0131 CLV'yi br\u00fct k\u00e2r temelinde hesaplar; \u00e7\u00fcnk\u00fc tek ba\u015f\u0131na gelir yan\u0131lt\u0131c\u0131 olabilir: %20 marjla y\u0131lda 1.000 $ harcayan bir m\u00fc\u015fteri, %60 marjla 500 $ harcayan bir m\u00fc\u015fteriden daha az de\u011ferlidir.<\/p>\n<p>CLV'nin \u00f6nemi, pazarlamaya ay\u0131rabilece\u011finiz b\u00fct\u00e7enin \u00fcst s\u0131n\u0131r\u0131n\u0131 belirlemesinden gelir. Bir m\u00fc\u015fteri 360 $ br\u00fct k\u00e2r ediyorsa, onu 50 $'a kazanmak harika bir takast\u0131r; 400 $ \u00f6demek ise m\u00fc\u015fteri ba\u015f\u0131na zarar demektir, ne kadar h\u0131zl\u0131 b\u00fcy\u00fcrseniz b\u00fcy\u00fcy\u00fcn. Bunu de\u011ferlendirmenin standart yolu CLV ile m\u00fc\u015fteri edinme maliyetini (CAC) kar\u015f\u0131la\u015ft\u0131rmakt\u0131r ve yayg\u0131n pratik kural en az 3:1 CLV:CAC oran\u0131 ister \u2014 bu pay; genel giderleri, iadeleri, indirimleri ve ortalamadan \u00f6nce ayr\u0131lan m\u00fc\u015fterileri kar\u015f\u0131lar.<\/p>\n<p>Sonu\u00e7lar\u0131 ayr\u0131 ayr\u0131 de\u011fil, birlikte yorumlay\u0131n. <em>Basit CLV<\/em> ham ya\u015fam boyu k\u00e2r\u0131 g\u00f6sterir; <em>iskonto edilmi\u015f CLV<\/em> bunu bug\u00fcnk\u00fc paraya indirger ve ya\u015fam s\u00fcreleri uzunsa daha d\u00fcr\u00fcst bir rakamd\u0131r. <em>Geri \u00f6deme s\u00fcresi<\/em>, edinme i\u00e7in \u00f6dedi\u011finiz paran\u0131n ne kadar s\u00fcre ba\u011fl\u0131 kalaca\u011f\u0131n\u0131 s\u00f6yler \u2014 5.000 $'l\u0131k bir reklam b\u00fct\u00e7esi 5 ayda geri d\u00f6nerken \u00e7ok farkl\u0131, 5 y\u0131lda d\u00f6nerken \u00e7ok farkl\u0131 davran\u0131r.<\/p>\n<p>Abonelik ekonomisini analiz ederken yararl\u0131 bir tamamlay\u0131c\u0131, reklam maliyetleri i\u00e7in <a href=\"https:\/\/wpcalc.com\/tr\/finans\/cpm-hesaplayici\/\">CPM hesaplama arac\u0131<\/a>; br\u00fct k\u00e2r marj\u0131n\u0131n i\u015fletme k\u00e2r\u0131na nas\u0131l d\u00f6n\u00fc\u015ft\u00fc\u011f\u00fcn\u00fc g\u00f6rmek i\u00e7in ise <a href=\"https:\/\/wpcalc.com\/tr\/finans\/ebit-marji\/\">EBIT marj\u0131 hesaplama arac\u0131<\/a>d\u0131r.<\/p>\n<h2>Varsay\u0131mlar ve s\u0131n\u0131rl\u0131l\u0131klar<\/h2>\n<ul>\n<li>Model <strong>sabit bir durum<\/strong> varsayar: ya\u015fam s\u00fcresi boyunca de\u011fi\u015fmeyen sipari\u015f de\u011feri, s\u0131kl\u0131k, marj ve kay\u0131p oran\u0131. Ger\u00e7ek m\u00fc\u015fteriler \u00e7o\u011fu zaman savrulur \u2014 ilk y\u0131l daha \u00e7ok sat\u0131n al\u0131r, sonra al\u0131\u015fveri\u015fi b\u0131rak\u0131rlar \u2014 bu nedenle sonucu muhasebe rakam\u0131 olarak de\u011fil, y\u00f6n g\u00f6sterici bir tahmin olarak de\u011ferlendirin.<\/li>\n<li>Buradaki CLV <strong>br\u00fct k\u00e2r temellidir<\/strong>; bu en yayg\u0131n yakla\u015f\u0131md\u0131r. Sat\u0131lan mal\u0131n maliyeti d\u0131\u015f\u0131ndaki de\u011fi\u015fken hizmet ve destek maliyetlerini, sabit genel giderleri ise tamamen hari\u00e7 tutar \u2014 3:1 k\u0131yaslamas\u0131n\u0131n bir tolerans pay\u0131 b\u0131rakmas\u0131n\u0131n nedeni de tam budur.<\/li>\n<li>Kay\u0131p oran\u0131na dayal\u0131 ya\u015fam s\u00fcrelerinde form\u00fcl, kayb\u0131n d\u00f6neme e\u015fit da\u011f\u0131ld\u0131\u011f\u0131n\u0131 varsayar (geometrik hayatta kalma e\u011frisi). Aboneliklerde standartt\u0131r; mevsimlik \u00fcr\u00fcn i\u015fletmelerinde ortalama ya\u015fam s\u00fcresini y\u0131l cinsinden girmek genellikle daha ger\u00e7ek\u00e7idir.<\/li>\n<li>\u0130skonto, uzun ya\u015fam s\u00fcrelerinde ve y\u00fcksek iskonto oranlar\u0131nda en \u00e7ok fark yarat\u0131r. Ya\u015fam s\u00fcresi k\u0131saysa iskonto edilmi\u015f CLV ile basit CLV birbirine yakla\u015f\u0131r; teredd\u00fct ederseniz hesaplay\u0131c\u0131n\u0131n verdi\u011fi her iki sonucu kar\u015f\u0131la\u015ft\u0131r\u0131n.<\/li>\n<li>K\u0131yaslama bantlar\u0131 yasa de\u011fil, pratik \u00f6l\u00e7\u00fctlerdir. 2:1 oran\u0131, geri \u00f6deme s\u00fcresi \u00e7ok k\u0131saysa gayet iyi olabilir; 10:1 oran\u0131, rakipler pazar pay\u0131 kazan\u0131rken b\u00fcy\u00fcmeye yetersiz yat\u0131r\u0131m yapt\u0131\u011f\u0131n\u0131z\u0131 g\u00f6steriyor olabilir.<\/li>\n<li>M\u00fc\u015fterilerinizi segmentlere ay\u0131rabiliyorsan\u0131z ay\u0131r\u0131n. Kar\u0131\u015f\u0131k bir m\u00fc\u015fteri taban\u0131n\u0131n ortalamas\u0131, hem en iyi hem en k\u00f6t\u00fc kohortlar\u0131n\u0131z\u0131 gizler; kanal ya da segment ba\u015f\u0131na ayr\u0131 hesaplanan CLV, eyleme ge\u00e7irmek i\u00e7in \u00e7ok daha kullan\u0131\u015fl\u0131d\u0131r.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>\u00dcr\u00fcn sat\u0131\u015f\u0131 ya da abonelik i\u015fletmeleri i\u00e7in m\u00fc\u015fteri ya\u015fam boyu de\u011ferini hesaplay\u0131n. Sipari\u015f de\u011feri, marj, elde tutma ve m\u00fc\u015fteri edinme maliyetini girerek CLV'yi, iskonto edilmi\u015f bug\u00fcnk\u00fc de\u011feri, CLV:CAC oran\u0131n\u0131 ve CAC geri \u00f6deme s\u00fcresini elde edin.<\/p>\n","protected":false},"author":3168,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[50],"class_list":["post-4166","post","type-post","status-publish","format-standard","hentry","category-finans","tag-yatirim"],"acf":[],"_links":{"self":[{"href":"https:\/\/wpcalc.com\/tr\/wp-json\/wp\/v2\/posts\/4166","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wpcalc.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wpcalc.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wpcalc.com\/tr\/wp-json\/wp\/v2\/users\/3168"}],"replies":[{"embeddable":true,"href":"https:\/\/wpcalc.com\/tr\/wp-json\/wp\/v2\/comments?post=4166"}],"version-history":[{"count":0,"href":"https:\/\/wpcalc.com\/tr\/wp-json\/wp\/v2\/posts\/4166\/revisions"}],"wp:attachment":[{"href":"https:\/\/wpcalc.com\/tr\/wp-json\/wp\/v2\/media?parent=4166"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wpcalc.com\/tr\/wp-json\/wp\/v2\/categories?post=4166"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wpcalc.com\/tr\/wp-json\/wp\/v2\/tags?post=4166"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}