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Managing Customer Relationships in the Digital Environment
About this courseSkip About this course
Turn your digital marketing data insights into customer insights and selection techniques through the application of customer lifetime value concepts. You will learn from marketing science experts who will leverage the latest in research and proven application of customer engagement tools and strategies. Explore how to create customer value and evaluate marketing actions, identify and select customers and turn loyalty programs into long term solutions. You will also analyze customer churn and its impact and explore the latest Direct to Consumer Models and other valuation tools.
This online course is designed for marketing managers and analysts, customer relationship managers, and strategists in any sized organization and company.
This course is part of Maryland Smith’s Digital Marketing Professional Certificate. For more information, see here.
At a glance
What you'll learnSkip What you'll learn
4.1 Customer Lifetime Value Concepts
4.2 CLV to Firm Value
4.3 Using CLV for evaluating marketing actions
4.4 Identification/Selection of Customers
4.5 Managing Loyalty/Churn
4.6 Direct To Consumer Models