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.
Customer Value, Acquisition, and Retention
Gain insight into a topic and learn the fundamentals.
Beginner level
No prior experience required
4 hours to complete
3 weeks at 1 hour a week
Flexible schedule
Learn at your own pace
What you'll learn
In this course, you'll learn how to distinguish between the concepts of customer lifetime value, customer equity, and customer relationship.
Skills you'll gain
Details to know
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Recently updated!
December 2024
Assessments
17 assignments
Taught in English
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There are 3 modules in this course
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.
What's included
8 videos14 readings9 assignments3 discussion prompts
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.
What's included
6 videos10 readings7 assignments2 discussion prompts1 plugin
What's included
1 assignment
Instructor
Offered by
Recommended if you're interested in Marketing
Coursera Instructor Network
Kennesaw State University
Coursera Instructor Network
University of Virginia
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Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
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