Loading...

Course Description

The increasing availability and granularity of customer data in the modern age has forced a shift in focus toward customers as the most critical unit of analysis in business strategy. While this makes sense, as customers are the true source of revenue for any business, it requires that a number of additional factors are quantified, managed, and leveraged effectively for that strategic shift to be successful.

In this course, you will explore customer lifetime value (CLV) as an objective metric with which customers can be managed more effectively, evaluating the ways in which it can be quantified and improved. You will go from learning what a customer is and performing the calculations necessary to quantify their value from an organization’s perspective to determining how the various levers contributing to that value can be managed for a real-world business in the course project. Along the way, you will review some of the challenges and limitations of this approach, finding ways to facilitate the management and allocation of resources such that business success can be achieved.

Faculty Author

Young-Hoon Park

Benefits to the Learner

  • Explore customer lifetime value (CLV)
  • Quantify and assess CLV
  • Improve the drivers of CLV

Target Audience

  • Marketers
  • Marketing and business analysts
  • Managers using data insights to make business decisions

Applies Towards the Following Certificates

Loading...
Cornell Johnson Graduate School of Management
Thank you for your interest in this course. Unfortunately, the course you have selected is currently not open for enrollment. Please complete a Course Inquiry so that we may promptly notify you when enrollment opens.
Required fields are indicated by .