Digital Customer Analytics.
The University of Maryland, College Park
Learn how to harness the power of Customer Lifetime Value concepts by applying them to firm value, selection of customers and loyalty programming.
About this Course
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 .
What You'll Learn
- 4.1 Customer Lifetime Value Concepts4.2 CLV to Firm Value4.3 Using CLV for evaluating marketing actions4.4 Identification/Selection of Customers4.5 Managing Loyalty/Churn4.6 Direct To Consumer Models
Instructors
P.K. Kannan
Professor of Marketing, Dean’s Chair in Marketing Science, Assoc. Dean
Mary Beth Furst
Associate Clinical Professor, Marketing