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Customer Acquisition Cost and Customer Lifetime Value

Step-by-step guide to calculate customer acquisition cost and lifetime value with real business examples, and more!

4.25 / 5.0
777 students2 hours 34 minutes

Created by Dr. Alan Zhang, offered on Udemy

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Student feedback


To make sure that we score courses properly, we pay a lot of attention to the reviews students leave on courses and how many students are taking a course in the first place. This course has a total of 777 students which left 162 reviews at an average rating of 4.25, which is average.

Course length


We analyze course length to see if courses cover all important aspects of a topic, taking into account how long the course is compared to the category average. This course has a length of 2 hours 34 minutes, which is pretty short. This might not be a bad thing, but we've found that longer courses are often more detailed & comprehensive. The average course length for this entire category is 5 hours 20 minutes.

Overall score


This course currently has a bestcourses score of 5.1/10, which makes it an average course. Overall, there are probably better courses available for this topic on our platform.


Marketing & customer analytics have become increasingly important and popular in business. Keywords such as customer acquisition cost (CAC) and customer lifetime value (CLV/LTV) appear in nearly every job description of a role titled business analyst or data scientist. While most courses focus on the technical requirements such as machine learning or coding skills, few has devoted effort to teach an equally if not more important ability : business acumen.

I am Dr. Alan Zhang. I was formerly a marketing professor and am currently a data scientist of marketing analytics. Through this course, I want to prepare you with the basic knowledge on two important customer analytics concepts: CAC and CLV. From this course, you will get all of these to help you become ready for your current or future jobs:

  • high-quality instructor

  • extensive level of lectures

  • step-by-step guidance

  • practice opportunities

  • final capstone project

What you will learn

  • Customer acquisition cost (CAC) and its calculation
  • Customer lifetime value (CLV/LTV): basic and advanced level
  • Past customer lifetime value (PCV) and its comparison with CLV
  • Step-by-step calculation of CLV
  • Acquisition campaign payback period
  • Marketing campaign ROMI
  • Discount rate and net present value (NPV)
  • Business case practice with capstone project


  • Only simple math
  • Prior knowledge about marketing is NOT needed
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Frequently asked questions

  • Price: $94.99
  • Platform: Udemy
  • Language: English
  • 2 hours 34 minutes
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bestcourses score: 5.1/10

There might be better courses available for this topic.