PREDICTIVE ANALYTICS IN MARKETING: ENHANCING CUSTOMER LIFETIME VALUE (CLV) THROUGH DATA-DRIVEN DECISIONS. MSW Management Journal, [S. l.], v. 36, n. 1, p. 3534–3538, 2026. DOI: 10.7492/3zr2ft79. Disponível em: https://mswmanagementj.com/home/article/view/1964.. Acesso em: 29 may. 2026.