Calculating Customer Life Time Value (CLTV) From Cohort Analysis Show Case

DAX DAX Calculations
1

Dear Sam, All Members of this community

I’m very interested in calculating (CLTV) form the Cohort analysis showcase available on youtube:

I started creating the needed formulas to calculate (CLTV), If you need more information about the formulas please refer to this (2) links:
1-All Parameters: https://blog.hubspot.com/service/how-to-calculate-customer-lifetime-value
2-For calculate customer life-span: https://www.quora.com/How-do-you-calculate-customer-lifespan

I start the Dax Formulas Needed to calculate (CLTV) as the following:

A)Average Purchase Value

Average Order Size = 
AVERAGEX( Sales,
	Sales[Line Total] )

B) average purchase frequency rate
Purchase Frequency = DIVIDE([Total Transactions],[Total Customers])

C) average customer’s value
Customer Value = DIVIDE([Average Order Size],[Purchase Frequency],0)

D) average customer’s lifetime span

Please Refer to link 2 (calculate customer lifespan)

First We have to calculate the number of Churn Customers

Churn Customers = 
VAR CustomerDimension = VALUES( Customers[Customer Names] )

RETURN
IF( SELECTEDVALUE( 'Cohort Periods'[Period] ) = 0, [Unique Customers],
CALCULATE(
   CALCULATE( [Unique Customers],
        FILTER( CustomerDimension,
            COUNTROWS(
                FILTER( 'Cohort Periods',
                    [Retention Days] > 'Cohort Periods'[Min Days] && [Retention Days] <= 'Cohort Periods'[Max 
 Days] ) ) > 0 ) 
                    )
                )
      )

And

Second The Retained Customers

Retained Customers = 
    VAR UniqueCustomers = CALCULATE( [Unique Customers], ALL( 'Cohort Periods'[Period] ) )
    VAR CustomerDimension = VALUES( Customers[Customer Names] )

    RETURN
    UniqueCustomers - 
          CALCULATE( [Unique Customers],
            FILTER( CustomerDimension,
                COUNTROWS(
                    FILTER( 'Cohort Periods',
                        [Retention Days] > 0 && [Retention Days] <= 'Cohort Periods'[Max Days] ) ) > 0 ) 
                        )

Third, The churn rate calculation

Churn Rate% = 1-(DIVIDE([Retained Customers],[Churn Customers]))

Fourth, Average Customer Lifespan
Avg Customer Lifespan = DIVIDE(1,[Churn Rate%],0)

E) Finally, We calculate the customer lifetime value (CLTV)
CLTV = [Customer Value]*[Avg Customer Lifespan]

I need all members to participate in this thread to make more validation for this post and get useful experience, Thanks for Sam’s efforts and contribution to all of us, Please note all the resources available in (November 2018 Learning Summit Demo) of this website.

Thank you in advance