UMD, USMx: Digital Customer Analytics
Learn how to harness the power of Customer Lifetime Value concepts by applying them to firm value, selection of customers and loyalty programming.
Learning Journey Context
This course serves as an entry point into Business & Management, building foundational knowledge before moving on to advanced frameworks or specialized paths.
Relevant for: Data Scientist, Data Analyst, Machine Learning Engineer.
Quick Facts
What You’ll Learn
Turn your digital marketing data insights into customer insights and selection techniques through the application of customer lifetime value concepts. You will learn from marketing science experts who will leverage the latest in research and proven application of customer engagement tools and strategies. Explore how to create customer value and evaluate marketing actions, identify and select customers and turn loyalty programs into long term solutions. You will also analyze customer churn and its impact and explore the latest Direct to Consumer Models and other valuation tools.
This online course is designed for marketing managers and analysts, customer relationship managers, and strategists in any sized organization and company.
This course is part of Maryland Smith’s Digital Marketing Professional Certificate. For more information, see here.
Outcomes
- 4.1 Customer Lifetime Value Concepts.
- 4.2 CLV to Firm Value.
- 4.3 Using CLV for evaluating marketing actions.
- 4.4 Identification/Selection of Customers.
- 4.5 Managing Loyalty/Churn.
- 4.6 Direct To Consumer Models.
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