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URL: https://www.coursera.org/learn/segment-and-retain-customers

⇱ Segment and Retain Customers | Coursera

Segment and Retain Customers

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Segment and Retain Customers

This course is part of multiple programs.

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Gain insight into a topic and learn the fundamentals.
Intermediate level

Recommended experience

2 hours to complete
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
Intermediate level

Recommended experience

2 hours to complete
Flexible schedule
Learn at your own pace

What you'll learn

  • Learners will segment customers, analyze churn, and deploy retention strategies using HubSpot and cohort analysis to boost engagement.

Details to know

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Recently updated!

March 2026

Assessments

3 assignments¹

AI Graded see disclaimer
Taught in English

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  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate

There is 1 module in this course

Ready to move from chasing lapsed customers to proactively retaining them? Segment and Retain Customers is an intermediate-level course for marketing professionals who want to master two of the most powerful strategies in modern customer relationship management. If you're familiar with basic marketing concepts and comfortable with data in spreadsheets, this course will equip you to turn customer data into measurable retention wins.

You will learn to segment your audience into precise lifecycle stages using HubSpot smart lists and design automated win-back workflows that re-engage users at the perfect moment. We’ll go beyond segmentation to uncover the why behind customer churn by conducting a cohort analysis, a technique used by industry leaders like Amazon to drive loyalty. Through hands-on activities, you will analyze churn drivers and develop compelling, data-backed retention tactics. By the end of this course, you won't just understand the theory; you'll have a complete, actionable toolkit to cut churn and cultivate a more loyal customer base.

This module provides a comprehensive, hands-on journey into modern customer retention. You will start by understanding why personalized segmentation is critical and then learn how to identify lifecycle stages using HubSpot. You’ll also master cohort analysis to diagnose customer churn drivers, drawing inspiration from real-world examples like Netflix and Amazon. The module culminates in applying these skills to build a complete Customer Retention Toolkit, equipping you to create and execute data-driven strategies that re-engage lapsed users and foster long-term loyalty.

What's included

3 videos2 readings3 assignments

3 videos•Total 22 minutes
  • The Netflix Effect: Winning with a Foundation Model•8 minutes
  • Decoding Churn with Cohort Analysis•8 minutes
  • Building a Win-Back Workflow in HubSpot•7 minutes
2 readings•Total 20 minutes
  • The Playbook for Customer Segmentation and Cohort Analysis•10 minutes
  • Crafting Compelling Win-Back Emails•10 minutes
3 assignments•Total 55 minutes
  • The Customer Retention Toolkit•30 minutes
  • Hands-On Learning: Building Your Customer Segmentation Plan•15 minutes
  • Knowledge Check: Retention Strategy Fundamentals•10 minutes

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Frequently asked questions

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¹ Some assignments in this course are AI-graded. For these assignments, your data will be used in accordance with Coursera's Privacy Notice.