Shannon, a marketing consultant at an agency, wants to learn more about customer lifetime value (CLV) and purchase likelihood. What benefits should you highlight to Shannon?

CLV and purchase likelihood are predictive insights in Mailchimp that analyze contacts who have made at least one purchase from a connected store. These insights help forecast future buying behavior, allowing marketers to tailor strategies for different customer segments. This is valuable for understanding customer value and potential. "Spend amount is a key customer-specific variable..." is true, but it's only one aspect. The correct answer provides a more comprehensive overview of CLV and purchase likelihood. "Contacts, once categorized... always remain in that category" is incorrect; these categories are dynamic and update as customer behavior changes. "All of the above" is incorrect because one of the options is false.