A computer-implemented method and apparatus for assessing customer value of a customer based on customer interactions with advertisements are disclosed. An initial estimate of a customer value for a customer currently active on a Website related to an enterprise is determined. An estimate of an advertisement spend related to the customer and a propensity of the customer to perform an action in response to an advertisement displayed on the Website is also determined. A revised estimate of the customer value is generated by revising the initial estimate of customer value based on the the estimate of advertisement spend related to the customer and the propensity of the customer to perform the action. The revised estimate of customer value is used to facilitate engagement with the customer on the Website.
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