Customer Value, Acquisition, and Retention
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Customer Value, Acquisition, and Retention
This course is part of Advanced Digital Marketing Specialization
Instructor: Pallassana K Kannan
3,092 already enrolled
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What you'll learn
In this course, you'll learn how to distinguish between the concepts of customer lifetime value, customer equity, and customer relationship.
Skills you'll gain
- Customer Relationship Management
- Customer Retention
- Customer Data Management
- Loyalty Programs
- Customer Analysis
- Return On Investment
- Marketing Strategies
- Growth Strategies
- Marketing Budgets
- Data-Driven Marketing
- Customer Relationship Building
- Equities
- Marketing Effectiveness
- Customer Acquisition Management
- Brand Loyalty
- Marketing Analytics
- Predictive Modeling
- Customer Insights
Details to know
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- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate
There are 3 modules in this course
In today’s data-driven world, businesses have unparalleled access to customer information, enabling them to develop strategies that foster loyalty, enhance retention, and boost profitability. This course examines how firms leverage customer data to establish lifetime connections, maximize customer equity, and optimize their marketing investments. Through a deep dive into customer lifetime value (CLV), customer equity, and customer relationship concepts, you will gain insights into the metrics and models that drive effective decision-making.
In the first module, we will introduce the course objectives and explain how mastering these concepts can shape your approach to marketing. You'll have the opportunity to meet your instructor, connect with your peers, and become familiar with the Coursera platform and its support resources. Additionally, we will explore the concept of customer relationship management, delve into customer value, and examine the idea of “Customer Lifetime Value (CLV),” which encompasses both current and future customer profitability.
What's included
8 videos14 readings9 assignments3 discussion prompts
8 videos•Total 50 minutes
- Meet Your Instructor: PK Kannan•1 minute
- Managing Customer Relationships in the Digital Environment•7 minutes
- CRM Philosophy•7 minutes
- Economics of CRM•10 minutes
- Customer Value Equation•6 minutes
- Customer Lifetime Social Value•6 minutes
- From Customer Value to Shareholder Value•7 minutes
- Applying the CLV to Spotify•6 minutes
14 readings•Total 44 minutes
- Welcome to the Customer Value, Acquisition, and Retention Course!•3 minutes
- Getting Help•3 minutes
- Introduction to Customer Value, Firm Value, and Valuing Marketing Investment•3 minutes
- Introduction to Managing Customer Relationships•2 minutes
- Introduction to CRM Philosophy•2 minutes
- Introduction to Economics of CRM•1 minute
- Introduction to Customer Value Equation•1 minute
- Introduction to Customer Lifetime Social Value•2 minutes
- Introduction to From Customer Value to Shareholder Value•1 minute
- Introduction to Applying the CLV to Spotify•1 minute
- The Return on Marketing•5 minutes
- Scenario: Customer Hold Time•7 minutes
- Customer Value Lifetime Score•8 minutes
- Faculty Strategies•5 minutes
9 assignments•Total 31 minutes
- Managing Customer Relation: Practice and Apply•2 minutes
- Apply Your Learning: Scenarios•11 minutes
- Check Your Learning•3 minutes
- CRM Philosophy•3 minutes
- Economics of CRM•2 minutes
- Customer Value Equation•2 minutes
- Customer Lifetime Social Value•3 minutes
- From Customer Value to Shareholder Value•3 minutes
- Applying the CLV to Spotify•2 minutes
3 discussion prompts•Total 30 minutes
- Meet Your Learning Group•10 minutes
- Smith Technology B2C Market Discussion•10 minutes
- CLV Discussion•10 minutes
In this module, we will introduce models for acquiring customers in the digital environment, as well as models for customer churn, highlighting how they inform strategies for retaining customers.
What's included
6 videos10 readings7 assignments2 discussion prompts1 plugin
6 videos•Total 35 minutes
- Models of Customer Acquisition•7 minutes
- Product Line of Multiple Premium Versions•5 minutes
- Musings on Loyalty and Retention•6 minutes
- Models for Retention and Churn Modeling•5 minutes
- Churn Modeling: Case Study•5 minutes
- Subscription Models•5 minutes
10 readings•Total 42 minutes
- Introduction to Models for Acquisition and Retention•5 minutes
- Introduction to Models of Customer Acquisition•4 minutes
- Introduction to Product Lines in Freemium Model•1 minute
- Introduction to Musings on Loyalty and Retention•3 minutes
- Introduction to Models for Retention and Churn Modeling•3 minutes
- Introduction to the Churn Modeling Case Study•2 minutes
- Introduction to Subscription Models•2 minutes
- Discussion Feedback: Smith Technology Solutions•7 minutes
- Subscription Model: Scenario•5 minutes
- Subscription Cancellation Discussion Feedback •10 minutes
7 assignments•Total 16 minutes
- Acquisition and Retention: Practice and Apply•3 minutes
- Models of Customer Acquisition•2 minutes
- Product Lines in Freemium Model•2 minutes
- Musings on Loyalty and Retention•2 minutes
- Models for Retention and Churn Modeling•2 minutes
- Churn Modeling: Case Study•3 minutes
- Subscription Models•2 minutes
2 discussion prompts•Total 23 minutes
- Smith Technology Strategies Discussion •13 minutes
- Subscription Cancellation Discussion •10 minutes
1 plugin•Total 10 minutes
- Drag and Drop: Churn Modeling Application•10 minutes
What's included
1 assignment
1 assignment•Total 15 minutes
- Apply Your Learning: End of Course Evaluation•15 minutes
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Reviewed on Jun 13, 2026
This topic helps us to know how businesses attract customers, keep them satisfied, and maximize long-term profitability.
Reviewed on Apr 5, 2026
I liked the transition from product to customer centric organization and marketing.
Frequently asked questions
To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
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Financial aid available,