How can lifetime value calculations be used to enhance the contribution of loyalty schemes?

Answer the following question and use references and case studies to back up points. Thank you!

Customer lifetime value is a key metric in loyalty marketing. How can lifetime value calculations be used to enhance the contribution of loyalty schemes?
Select and justify other Key Performance Indicators  that might be used to measure the success of loyalty programmes.
Illustrate your answer with examples from loyalty programmes with which you are familiar.

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