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Customer Value, Acquisition, and Retention

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Customer Value, Acquisition, and Retention

Ce cours fait partie de Spécialisation "Advanced Digital Marketing"

Instructeur : Pallassana K Kannan

2 933 déjà inscrits

Inclus avec

3 modules

Obtenez un aperçu d'un sujet et apprenez les principes fondamentaux.

19 avis

niveau Débutant

Aucune connaissance prérequise

5 heures à compléter

Planning flexible

Apprenez à votre propre rythme

3 modules

Obtenez un aperçu d'un sujet et apprenez les principes fondamentaux.

19 avis

niveau Débutant

Aucune connaissance prérequise

5 heures à compléter

Planning flexible

Apprenez à votre propre rythme

Ce que vous apprendrez

In this course, you'll learn how to distinguish between the concepts of customer lifetime value, customer equity, and customer relationship.

Compétences que vous acquerrez

Catégorie : Customer Data Management
Catégorie : Customer Acquisition Management
Catégorie : Loyalty Programs
Catégorie : Customer Relationship Management
Catégorie : Marketing Effectiveness
Catégorie : Marketing Strategies
Catégorie : Predictive Modeling
Catégorie : Customer Analysis
Catégorie : Customer Retention
Catégorie : Brand Loyalty
Catégorie : Relationship Management
Catégorie : Customer Relationship Building
Catégorie : Equities
Catégorie : Customer Insights
Catégorie : Data-Driven Marketing
Catégorie : Marketing Analytics
Catégorie : Return On Investment

Détails à connaître

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17 devoirs

Enseigné en Anglais

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of learners achieved a positive career outcome

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Ce cours fait partie de la Spécialisation "Advanced Digital Marketing"

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Il y a 3 modules dans ce cours

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.

Détails du module

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.

Inclus

8 vidéos14 lectures9 devoirs3 sujets de discussion

8 vidéosTotal 50 minutes

Meet Your Instructor: PK Kannan1 minute
Managing Customer Relationships in the Digital Environment7 minutes
CRM Philosophy7 minutes
Economics of CRM10 minutes
Customer Value Equation6 minutes
Customer Lifetime Social Value6 minutes
From Customer Value to Shareholder Value7 minutes
Applying the CLV to Spotify6 minutes

14 lecturesTotal 44 minutes

Welcome to the Customer Value, Acquisition, and Retention Course!3 minutes
Getting Help3 minutes
Introduction to Customer Value, Firm Value, and Valuing Marketing Investment3 minutes
Introduction to Managing Customer Relationships2 minutes
Introduction to CRM Philosophy2 minutes
Introduction to Economics of CRM1 minute
Introduction to Customer Value Equation1 minute
Introduction to Customer Lifetime Social Value2 minutes
Introduction to From Customer Value to Shareholder Value1 minute
Introduction to Applying the CLV to Spotify1 minute
The Return on Marketing5 minutes
Scenario: Customer Hold Time7 minutes
Customer Value Lifetime Score8 minutes
Faculty Strategies5 minutes

9 devoirsTotal 31 minutes

Check Your Learning3 minutes
CRM Philosophy3 minutes
Economics of CRM2 minutes
Customer Value Equation2 minutes
Customer Lifetime Social Value3 minutes
From Customer Value to Shareholder Value3 minutes
Applying the CLV to Spotify2 minutes
Managing Customer Relation: Practice and Apply2 minutes
Apply Your Learning: Scenarios11 minutes

3 sujets de discussionTotal 30 minutes

Meet Your Learning Group10 minutes
Smith Technology B2C Market Discussion10 minutes
CLV Discussion10 minutes

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.

Inclus

6 vidéos10 lectures7 devoirs2 sujets de discussion1 plugin

6 vidéosTotal 35 minutes

Models of Customer Acquisition7 minutes
Product Line of Multiple Premium Versions5 minutes
Musings on Loyalty and Retention6 minutes
Models for Retention and Churn Modeling5 minutes
Churn Modeling: Case Study5 minutes
Subscription Models5 minutes

10 lecturesTotal 42 minutes

Introduction to Models for Acquisition and Retention5 minutes
Introduction to Models of Customer Acquisition4 minutes
Introduction to Product Lines in Freemium Model1 minute
Introduction to Musings on Loyalty and Retention3 minutes
Introduction to Models for Retention and Churn Modeling3 minutes
Introduction to the Churn Modeling Case Study2 minutes
Introduction to Subscription Models2 minutes
Discussion Feedback: Smith Technology Solutions7 minutes
Subscription Model: Scenario5 minutes
Subscription Cancellation Discussion Feedback 10 minutes

7 devoirsTotal 16 minutes

Models of Customer Acquisition2 minutes
Product Lines in Freemium Model2 minutes
Musings on Loyalty and Retention2 minutes
Models for Retention and Churn Modeling2 minutes
Churn Modeling: Case Study3 minutes
Subscription Models2 minutes
Acquisition and Retention: Practice and Apply3 minutes

2 sujets de discussionTotal 23 minutes

Smith Technology Strategies Discussion 13 minutes
Subscription Cancellation Discussion 10 minutes

1 pluginTotal 10 minutes

Drag and Drop: Churn Modeling Application10 minutes

Inclus

1 devoir

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