Customer Acquisition and Retention: Building Lifetime Value

To build a sustainable business, you must look beyond the first transaction and focus on the long-term value of your customer relationships. Modern organizations rely on data-driven frameworks to identify, attract, and retain their most profitable customers. This course equips you with the fundamental frameworks to measure customer value, optimize acquisition campaigns, and design retention programs that maximize profitability. You will transition from basic marketing concepts to calculating core metrics that guide smart business decisions. What you'll learn: - Understand the core principles of customer equity and relationship management. - Calculate Customer Lifetime Value (CLV) and Customer Acquisition Cost (CAC) using modern formulas. - Design data-driven retention strategies that reduce churn and build brand loyalty. - Analyze customer segmentation to target high-value buyer personas. - Navigate modern privacy-first data collection practices to protect customer trust while gathering insights. The journey begins with foundational definitions of customer-centric marketing before moving into practical calculation methods for lifetime value and acquisition costs. You will then explore segmentation techniques and modern retention strategies that keep customers engaged over time. Designed entirely for beginners, this course requires no prior marketing or data analysis experience. Start building stronger, more profitable customer relationships today.