Marketing Analytics: Customer Lifetime Value (CLV)

This course contains the use of artificial intelligence.

Master Customer Lifetime Value (CLV) and learn how organizations use customer analytics to improve retention, profitability, and strategic decision-making. This course provides a practical introduction to one of the most important concepts in marketing analytics, helping learners understand how businesses maximize long-term customer value.

You will begin with the fundamentals of CLV, including its importance, calculation methods, and key formulas. The course then explores advanced topics such as predictive CLV, discounted CLV, customer segmentation, customer acquisition and retention strategies, marketing investment decisions, pricing strategies, and AI- and machine learning-based applications. Through step-by-step numerical examples, real-world case studies, and business scenarios, you will gain the skills needed to apply CLV in practical situations.

Industry examples from Amazon, Netflix, Starbucks, Apple, Spotify, banking, and retail demonstrate how leading organizations use CLV to strengthen customer relationships, personalize marketing, forecast revenue, and drive sustainable business growth. The course also includes revision sessions, interview preparation, quizzes, and best practices to reinforce learning.

By the end of this course, you will be able to calculate, interpret, and apply Customer Lifetime Value confidently to support marketing analytics, customer relationship management, business intelligence, and data-driven strategic decisions. This course is ideal for students, marketing professionals, business analysts, researchers, and anyone interested in customer analytics.