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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!
Created by Dr. Alan Zhang, offered on Udemy
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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:
extensive level of lectures
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