Regression models are used in statistics and machine learning to represent the relationship among variables. These models can show the strength of their relationships and also offer insight into how the variables affect each other. In predictive analytics, regression models can be used to predict a value for an outcome variable, given the values for other variables that are related to it. For example, based on records of customer behavior, we can predict customers’ lifetime value (also known as CLV, LTV, CLTV, or pLTV).