Customer Acquisition Cost and Customer Lifetime Value

Overview

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.

Syllabus

• Introduction to Customer Analytics
Overview of key concepts: CAC and CLV
Importance of CAC and CLV in business decision-making
• Understanding Customer Acquisition Cost (CAC)
Definition and basic formula
Components affecting CAC
Strategies to optimize CAC
• Exploring Customer Lifetime Value (CLV)
Definition and essential formula
Factors influencing CLV
Predictive modeling for CLV
• Measuring and Analyzing CAC and CLV
Data collection and processing
Tools and software for analysis
Case studies and real-world examples
• Implementing CAC and CLV in Business Strategy
Aligning marketing strategies with CAC and CLV insights
Balancing customer acquisition and retention
Developing customer-centric business models
• Advanced Topics in Customer Analytics
Segmentation and personalization
Predictive analytics for customer behavior
Machine learning applications in customer analytics
• Case Studies and Practical Applications
Analyzing successful business models using CAC and CLV
Group projects: Developing strategies for hypothetical situations
• Conclusion and Future Trends
Emerging trends in customer analytics
The future impact of AI on marketing and customer insights
• Final Assessment and Feedback
Review and evaluation of learning outcomes
Individual and group assessments
Course feedback and improvements

Taught by

Dr. Alan Zhang

Subjects

Business