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
Customer Value, Acquisition, and Retention
Instructor: Pallassana K Kannan
Sponsored by Louisiana Workforce Commission
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.
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
17 assignments
Taught in English
Recently updated!
December 2024
See how employees at top companies are mastering in-demand skills
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV
Share it on social media and in your performance review
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
Why people choose Coursera for their career
Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."
Recommended if you're interested in Business
University of Illinois Urbana-Champaign
Yunus Social Business Fund Bengaluru
Emory University
CVS Health
Open new doors with Coursera Plus
Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy