Économie unitaire et CRM : LTV, taux de désabonnement, taux de rétention, cohortes

Aperçu

Unit Economics and Customer Relationship Management:

LTV, Churn, Retention rates, Cohorts What you'll learn:

Unit EconomicsCustomer Relationship Management MetricsLTV, Churn and retention ratesCohorts (PL vs UE, absolute _ relative cohorts)Cohorts (LTV for specific period, forecast)How to choose important metrics Welcome to course:

Unit Economics & CRM:

LTV, Churn, Retention Rates, CohortsThis module is part of course Professional Diploma in Unit Economics Managementyou may join it separately or as part of the full programCourse provided by MTF Institute of Management, Technology and FinanceMTF is the global educational and research institute with HQ at Lisbon, Portugal, focused on business & professional hybrid (on-campus and online) education at areas:

Business & Administration, Science & Technology, Banking & Finance. MTF R&D center focused on research activities at areas:

Artificial Intelligence, Machine Learning, Data Science, Big Data, WEB3, Blockchain, Cryptocurrency & Digital Assets, Metaverses, Digital Transformation, Fintech, Electronic Commerce, Internet of Things.

MTF is the official partner of:

IBM, Intel, Microsoft, member of the Portuguese Chamber of Commerce and Industry.MTF is present in 208 countries and has been chosen by more than 380,000 students.Unit economics is a fundamental concept in business that focuses on understanding the direct revenues and costs associated with a particular business model or product at a per-unit level. These "units" can be customers, orders, products, or any other relevant metric.

Analyzing unit economics helps companies and experts assess the sustainability and profitability of their operations.Here's why learning about unit economics is crucial for both experts and companies:

Sustainability and Profitability Assessment:

Unit economics provide a clear view of whether a business is sustainable and profitable. By examining the revenue generated and the costs incurred on a per-unit basis, experts and companies can evaluate if they are making money or losing it with each sale or customer acquisition.Scaling Decisions:

Understanding unit economics is vital for making informed decisions about scaling a business.

If the cost to acquire a customer is higher than the revenue generated from that customer over time, it may not be sustainable to scale the business without making changes.Business Model Optimization:

Unit economics analysis allows experts and companies to identify areas for optimization. It helps in finding cost-effective ways to acquire and retain customers, reduce operational costs, and increase average revenue per unit.Investor Confidence:

For startups and growing companies, demonstrating positive unit economics is often essential to attract investors.

It shows that the business model is sound and has the potential for long-term profitability.Risk Management:

By understanding unit economics, companies can identify potential risks early. If the per-unit cost is too high, it may lead to financial instability or bankruptcy in the long run.Pricing Strategies:

Unit economics are key in setting appropriate pricing for products or services.

Companies can determine the right balance between pricing and costs to maximize profitability.Strategic Decision-Making:

Business decisions related to product development, marketing campaigns, and resource allocation should be guided by a deep understanding of unit economics. It helps in focusing resources on high-impact areas.Developing skills related to unit economics can be highly beneficial for building a career in various fields, including business, finance, and entrepreneurship:

Entrepreneurship:

Entrepreneurs who understand unit economics can create and refine business models that are more likely to succeed.

This knowledge is crucial for securing funding and effectively managing their startups.Finance and Investment:

Professionals in finance and investment need to evaluate the financial health of companies. An understanding of unit economics helps them assess the viability of potential investments.Marketing and Sales:

Marketers can make informed decisions about customer acquisition channels and campaigns based on the cost to acquire a customer and the customer's lifetime value.

Sales teams can prioritize high-value leads.Operations and Supply Chain Management:

Professionals in operations and supply chain management can optimize processes, reduce costs, and improve efficiency by analyzing the unit economics of production and distribution.Consulting and Advisory Roles:

Consultants and advisors who can help companies optimize their unit economics are highly sought after. They can provide valuable insights and recommendations.Unit economics is a critical aspect of business strategy and financial analysis.

Learning about unit economics is essential for making informed decisions, ensuring a sustainable business model, and building a successful career in various fields related to business and finance.

Programme

• Introduction à l'économie unitaire
Définition et importance
Mesures et concepts de base
• Valeur à vie du client (LTV)
Comprendre la valeur à vie du client
Méthodes de calcul de la LTV
Importance de la LTV dans les décisions commerciales
• Analyse de l'attrition
Définir l'attrition et son impact
Calcul des taux d'attrition
Stratégies pour réduire l'attrition
• Taux de rétention
Comprendre la rétention des clients
Calcul des taux de rétention
Techniques pour améliorer la rétention
• Analyse de cohortes
Introduction à l'analyse de cohortes
Travailler avec des données de cohortes
Utilisation des cohortes pour orienter la stratégie
• Systèmes CRM et leur rôle
Aperçu de la gestion de la relation client (CRM)
Intégration du CRM avec l'économie unitaire
Outils CRM et meilleures pratiques
• Études de cas et applications
Exemples concrets d'économie unitaire
Analyse des stratégies de CRM dans le commerce électronique
Histoires de réussite et leçons apprises
• Conclusion et révision
Résumé des concepts clés
Révision des meilleures pratiques et stratégies
Tendances futures et développements dans le CRM et l'économie unitaire

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Enseigné par

MTF Institute of Management, Technology and Finance

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Matières

Business