Customer Value, Acquisition, and Retention

Customer Value, Acquisition, and Retention

This course is part of Advanced Digital Marketing Specialization

Instructor: Pallassana K Kannan

2,514 already enrolled

Included with

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3 modules

Gain insight into a topic and learn the fundamentals.

18 reviews

Beginner level

No prior experience required

5 hours to complete

Flexible schedule

Learn at your own pace

3 modules

Gain insight into a topic and learn the fundamentals.

18 reviews

Beginner level

No prior experience required

5 hours to complete

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

Shareable certificate

Add to your LinkedIn profile

Assessments

17 assignments

Taught in English

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Build your subject-matter expertise

This course is part of the Advanced Digital Marketing Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 3 modules in this course

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.

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

8 videos Total 50 minutes

Meet Your Instructor: PK Kannan 1 minute
Managing Customer Relationships in the Digital Environment 7 minutes
CRM Philosophy 7 minutes
Economics of CRM 10 minutes
Customer Value Equation 6 minutes
Customer Lifetime Social Value 6 minutes
From Customer Value to Shareholder Value 7 minutes
Applying the CLV to Spotify 6 minutes

14 readings Total 44 minutes

Welcome to the Customer Value, Acquisition, and Retention Course! 3 minutes
Getting Help 3 minutes
Introduction to Customer Value, Firm Value, and Valuing Marketing Investment 3 minutes
Introduction to Managing Customer Relationships 2 minutes
Introduction to CRM Philosophy 2 minutes
Introduction to Economics of CRM 1 minute
Introduction to Customer Value Equation 1 minute
Introduction to Customer Lifetime Social Value 2 minutes
Introduction to From Customer Value to Shareholder Value 1 minute
Introduction to Applying the CLV to Spotify 1 minute
The Return on Marketing 5 minutes
Scenario: Customer Hold Time 7 minutes
Customer Value Lifetime Score 8 minutes
Faculty Strategies 5 minutes

9 assignments Total 31 minutes

Managing Customer Relation: Practice and Apply 2 minutes
Apply Your Learning: Scenarios 11 minutes
Check Your Learning 3 minutes
CRM Philosophy 3 minutes
Economics of CRM 2 minutes
Customer Value Equation 2 minutes
Customer Lifetime Social Value 3 minutes
From Customer Value to Shareholder Value 3 minutes
Applying the CLV to Spotify 2 minutes

3 discussion prompts Total 30 minutes

Meet Your Learning Group 10 minutes
Smith Technology B2C Market Discussion 10 minutes
CLV Discussion 10 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.

What's included

6 videos10 readings7 assignments2 discussion prompts1 plugin

6 videos Total 35 minutes

Models of Customer Acquisition 7 minutes
Product Line of Multiple Premium Versions 5 minutes
Musings on Loyalty and Retention 6 minutes
Models for Retention and Churn Modeling 5 minutes
Churn Modeling: Case Study 5 minutes
Subscription Models 5 minutes

10 readings Total 42 minutes

Introduction to Models for Acquisition and Retention 5 minutes
Introduction to Models of Customer Acquisition 4 minutes
Introduction to Product Lines in Freemium Model 1 minute
Introduction to Musings on Loyalty and Retention 3 minutes
Introduction to Models for Retention and Churn Modeling 3 minutes
Introduction to the Churn Modeling Case Study 2 minutes
Introduction to Subscription Models 2 minutes
Discussion Feedback: Smith Technology Solutions 7 minutes
Subscription Model: Scenario 5 minutes
Subscription Cancellation Discussion Feedback 10 minutes

7 assignments Total 16 minutes

Acquisition and Retention: Practice and Apply 3 minutes
Models of Customer Acquisition 2 minutes
Product Lines in Freemium Model 2 minutes
Musings on Loyalty and Retention 2 minutes
Models for Retention and Churn Modeling 2 minutes
Churn Modeling: Case Study 3 minutes
Subscription Models 2 minutes

2 discussion prompts Total 23 minutes

Smith Technology Strategies Discussion 13 minutes
Subscription Cancellation Discussion 10 minutes

1 plugin Total 10 minutes

Drag and Drop: Churn Modeling Application 10 minutes

What's included

1 assignment

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Instructor ratings

(5 ratings)

Pallassana K Kannan

University of Maryland, College Park

4 Courses 8,044 learners

Offered by

University of Maryland, College Park

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

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.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.