In today’s data-driven world, businesses have unparalleled access to customer information, enabling them to develop strategies that foster loyalty, enhance retention, and boost profitability. This course examines how firms leverage customer data to establish lifetime connections, maximize customer equity, and optimize their marketing investments. Through a deep dive into customer lifetime value (CLV), customer equity, and customer relationship concepts, you will gain insights into the metrics and models that drive effective decision-making.
Overview
Syllabus
- Introduction to Customer Value, Acquisition, and Retention
- In the first module, we will introduce the course objectives and explain how mastering these concepts can shape your approach to marketing. You'll have the opportunity to meet your instructor, connect with your peers, and become familiar with the Coursera platform and its support resources. Additionally, we will explore the concept of customer relationship management, delve into customer value, and examine the idea of “Customer Lifetime Value (CLV),” which encompasses both current and future customer profitability.
- Models for Acquisition and Retention
- In this module, we will introduce models for acquiring customers in the digital environment, as well as models for customer churn, highlighting how they inform strategies for retaining customers.
- End-of-Course Evaluation
Taught by
Pallassana K Kannan
