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Customer Value, Acquisition, and Retention · LearnSpace
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Customer Value, Acquisition, and Retention

Курс от University of Maryland, College Park
Начальный≈ 4.9 чАнглийский
О курсеНавыкиПрограммаПреподаватели

О курсе

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.

Навыки, которые вы освоите

Customer RetentionCustomer Acquisition ManagementCustomer Relationship ManagementCustomer InsightsReturn On InvestmentLoyalty ProgramsBrand LoyaltyCustomer Relationship BuildingMarketing EffectivenessData-Driven MarketingCustomer AnalysisPredictive ModelingCustomer Data ManagementMarketing AnalyticsMarketing Strategies

Программа курса

3 модулей · 61 учебных материалов

01Introduction to Customer Value, Acquisition, and Retention34 материалов

Welcome and Course Orientation

Welcome to the Customer Value, Acquisition, and Retention Course!ЧтениеMeet Your Instructor: PK KannanВидеоMeet Your Learning GroupОбсуждениеGetting HelpЧтение

Учитесь у экспертов

Pallassana K Kannan

Преподаватель курса

Customer Value, Acquisition, and Retention
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Обучение откроется на Coursera
в новой вкладке

Обучение на Coursera

≈ 4.9 ч

3 модулей

Язык: Английский

Субтитры: Казахский, Гаитянский

Часть программы вашего университета

Module 1: Customer Value, Firm Value, and Valuing Marketing Investment

Introduction to Customer Value, Firm Value, and Valuing Marketing InvestmentЧтение

1.1 Managing Customer Relationships

Introduction to Managing Customer RelationshipsЧтениеManaging Customer Relationships in the Digital EnvironmentВидеоCheck Your LearningЗадание

1.2 CRM Philosophy

Introduction to CRM PhilosophyЧтениеCRM PhilosophyВидеоCRM PhilosophyЗадание

1.3 Economics of CRM

Introduction to Economics of CRMЧтениеEconomics of CRMВидеоEconomics of CRMЗадание

1.4 Customer Value Equation

Introduction to Customer Value EquationЧтениеCustomer Value EquationВидеоCustomer Value EquationЗадание

1.5 Customer Lifetime Social Value

Introduction to Customer Lifetime Social ValueЧтениеCustomer Lifetime Social ValueВидеоCustomer Lifetime Social ValueЗадание

1.6 From Customer Value to Shareholder Value

Introduction to From Customer Value to Shareholder ValueЧтениеFrom Customer Value to Shareholder ValueВидео From Customer Value to Shareholder ValueЗадание

1.7 Applying the CLV to Spotify

Introduction to Applying the CLV to SpotifyЧтениеApplying the CLV to SpotifyВидеоApplying the CLV to SpotifyЗадание

1.8 Managing Customer Relation: Practice and Apply

The Return on MarketingЧтениеSmith Technology B2C Market DiscussionОбсуждение Managing Customer Relation: Practice and ApplyЗадание

1.9 Customer Hold Time

Scenario: Customer Hold TimeЧтениеCustomer Value Lifetime ScoreЧтениеApply Your Learning: ScenariosЗаданиеCLV DiscussionОбсуждениеFaculty StrategiesЧтение
02Models for Acquisition and Retention26 материалов

Module 2: Models for Acquisition and Retention

Introduction to Models for Acquisition and RetentionЧтение

2.1 Models of Customer Acquisition

Introduction to Models of Customer AcquisitionЧтениеModels of Customer AcquisitionВидеоModels of Customer AcquisitionЗадание

2.2 Product Lines in Freemium Model

Introduction to Product Lines in Freemium ModelЧтениеProduct Line of Multiple Premium VersionsВидеоProduct Lines in Freemium ModelЗадание

2.3 Musings on Loyalty and Retention

Introduction to Musings on Loyalty and RetentionЧтениеMusings on Loyalty and RetentionВидеоMusings on Loyalty and RetentionЗадание

2.4 Models for Retention and Churn Modeling

Introduction to Models for Retention and Churn ModelingЧтениеModels for Retention and Churn ModelingВидеоModels for Retention and Churn ModelingЗадание

2.5 Churn Modeling: Case Study

Introduction to the Churn Modeling Case StudyЧтениеChurn Modeling: Case StudyВидеоChurn Modeling: Case StudyЗадание

2.6 Subscription Models

Introduction to Subscription ModelsЧтениеSubscription ModelsВидеоSubscription ModelsЗадание

2.7 Acquisition and Retention: Practice and Apply

Smith Technology Strategies Discussion ОбсуждениеDiscussion Feedback: Smith Technology SolutionsЧтениеDrag and Drop: Churn Modeling ApplicationPLUGINAcquisition and Retention: Practice and ApplyЗадание

2.8 Subscription Model: Scenario

Subscription Model: ScenarioЧтениеSubscription Cancellation Discussion ОбсуждениеSubscription Cancellation Discussion Feedback Чтение
03End-of-Course Evaluation1 материалов
Apply Your Learning: End of Course EvaluationЗадание