COMPANIES FREQUENTLY ENCOUNTER DIFFICULTY MEASURING CUSTOMER LIFETIME VALUE (CLV) AND CUSTOMER EQUITY (CE) BECAUSE OF THE LACK OF A PRACTICAL FRAMEWORK AND THE ANALYTICAL CHALLENGES BEHIND THE CLV PARADIGM. THIS ARTICLE PROPOSES STEP-BY-STEP GUIDELINES TO MEASURE AND MANAGE CLV IN A SUBSCRIPTION-BASED ENTERPRISE (SBE). A CASE STUDY DEMONSTRATES HOW A CLV SCORECARD AND COHORT ANALYSIS ARE PRACTICAL TOOLS THAT CAN SUPPORT DECISION MAKING.